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Course Information

Training Provider: Lynda.com
Title: Online Marketing Fundamentals
Author: Lorrie Thomas Ross
Duration: 1hr 47mins
Date of release: 07 December 2011

Chapter 1: What Is Online Marketing?
Online marketing defined
How online marketing works
Distinctions of online marketing
Components of online marketing

Chapter 2: Building a Foundation
Online marketing planning and success
Defining your target market
Online marketing measurement

Chapter 3: Planning a Web Site for Online Marketing
Site map
Site components
Wireframing
Elements of a successful site
Home page best practices
Privacy policy

Chapter 4: Building or Optimizing a Web Site for Online Marketing
DIY or hire help?
Web site platforms
Domain names
Choosing a hosting company
Web site maintenance and management
Mobile sites

Chapter 5: Content Marketing
Authority marketing
Article marketing
Social media content
Online PR
Web site and email content

Chapter 6: Search Engine Marketing
Overview of search engine marketing (SEM)
Search engine optimization (SEO)
Paid search
Local search

Chapter 7: Social Media Marketing
Social media, social networking, and social media marketing defined
Blogging and microblogging
Social networking
Video sharing
Social shopping and opinions
Social news and social bookmarking
Social events
Wikis
Social media strategy

Chapter 8: Blogging
To blog or not to blog?
Blogging success
Blog content creation ideas

Chapter 9: Online Advertising
Search ads
Display ads
Affiliate marketing
Social media advertising
Local advertising
Email advertising

Chapter 10: Email Marketing
Collecting email addresses
Using a third-party management company
Email messages

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