Day One: LEARN THE POWER OF DIGITAL MARKETING
(Date: 19th November 2009, 9AM - 1PM)

How digital marketing is changing marketing for good

• How modern direct and digital channels now play a vital role in marketing
• New marketplaces, new consumer power
• How companies are becoming 'customer centric'
• Understanding the 'customer experience' and 'customer journey'
• Managing customer relationships across multiple channels

• Install and setup Google Analytics on your website
• Identify and effectively measure your website's goals.
• How to configure goal tracking in Google Analytics.
• How to set up conversion funnels to see where visitors drop out of your website at critical points.
• Identify and effectively measure your website's goals.
• How to configure goal tracking in Google Analytics.
• Tagging your ads so that they will track correctly
• Integrating Google Analytics with AdWords.
• Identify which keywords visitors use to find your website and how to evaluate the quality of these visitors.
• How to use the reports in Google Analytics to track the results of your advertising.
• Identify the top entry pages to your website.
• Analyze the "bounce rate" of your landing pages
• Identify the keywords that visitors use to locate these pages.
• What factors influence whether a visitors "bounces" from your site.
• How to systematically test and improve your landing pages.

• How to get listed
• Using meta tags
• Measuring and tracking success
• How to get high rankings
• Keyword selection
• Pay for Position Programs
• Pay for Inclusion Programs
• Site design techniques for higher rankings

• Consumer behavior in the digital age
• Understanding the impact of digital marketing on your business
• Building customer relationships online and permission marketing
• Online buyer behavior
• Planning a digital marketing plan
• Gathering and managing your digital marketing data
• Website design and usability
• Key digital marketing communications tools - online advertising, search engine marketing, email and viral marketing, affiliate marketing, blogs and podcasting

• Google overview & Adwords history
• Search & Content Network
• Organic vs. sponsored links
• Creating up your account
• Billing cycle, payment options
• Daily budget & Maximum CPC
• Language & Country
• Region & City
• Customised
• Set up & edit account
• Campaign settings
• Ad groups
• Editorial Policy
• Product & Link Policy
• Trademarks & copyrights policy
• Keywords
• Ad Text
• Landing Pages
• Keyword help
• The Traffic Estimator
• Ads Diagnostic Tool

• The Importance Of Social Media In Your Marketing Mix
• The New Paradigm of Collaboration and the Co-Creation of Value
• Formulating A Plan
• Setting Goals
• Really Simple Syndication (RSS)
• Tools to Empower Video Distribution Beyond YouTube
• Photo Sharing With Flickr
• Blogging and Microblogging (Twitter)
• Defining Blogs and Microblogs
• Podcasting and Vidcasting
• Social Applications, Widgets and Mashups

• Discussion Boards
• Events
• Information
• Notes
• Photos
• Reviews
• Video
• Wall

• What are blogs?
• Why Blog
• Blog Marketing
• Blogging Terminologies
• A Lists
• Blog Archives
• Blog Comments
• Blog Descriptions
• Blog Networks
• Blog Post
• Blog Title
• Blogosphere
• Blogroll
• CAPTCHA
• FTP
• Page Rank
• Permalinks
• Ping
• Podcast/ RSS
• Tags
• The importance of planning
• Selecting a niche topic for your blog
• The blogging platforms - which one to choose?
• Hosting and domain
• Setting up Wordpress
• Getting started with your wordpress blog
• Blog optimization
• The essence of blog marketing
• Make money from your blog
• Some nifty blog plugins
• The long tail