www.innomatics.

in Innomatics Research Labs +91-9951171808

DIGITAL MARKETING CURRICULUM

INNOMATICS
RESEARCH
LABS
#206 A, 2nd Floor, Fortune Signature, Above Pista House,
Beside JNTU Metro, Opp: More Mega Store,
Kukatpally, Hyderabad, Telangana - 500085

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WEBSITE DESIGNING WITHOUT CODE (WORDPRESS)

1. Introduction to Digital Marketing

✓ What is Digital Marketing?

✓ Digital Marketing Vs Traditional Marketing
✓ Why digital marketing is so important?
✓ What jobs can you get with digital marketing?
✓ What are the Major Modules in Digital Marketing?

2. Web Designing without Code

✓ Introduction to Web Designing

✓ How does the Website work?
✓ Types of Websites
✓ Static, Dynamic and CMS Websites
✓ Blog v/s Website
✓ What is Responsive Website
✓ Types of Domains
✓ Types of Hosting
✓ How to buy a Domain and Server
✓ Host a Website to server
✓ How to install WordPress
✓ Applying and modifying WordPress themes
✓ How to install plugins in WordPress
✓ How to Install tracking codes and optimization codes
✓ How to Create a Simple Contact Form in WordPress
✓ Setup / Configure Contact Form in WordPress
✓ Website Optimization
✓ Website speed test analysis
✓ Diagnosis/Audit of the Present website & business
✓ Test on Website designing (WordPress)
✓ Assignments on Website designing (WordPress)

3. Assignments & Exams

4. Live Project on Web Designing

Search Engine Optimization (SEO) Training

1. Introduction to Search Engine Optimization

✓ What is search engine optimization?

✓ Different Types of Search Engines
✓ How does a search engine work?
✓ How is search engine optimization important for business or company?
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✓ Google Search Engine Architecture & SERP Layout

✓ Google Algorithms and Google Search Engine Updates
✓ Operators used in SEO

2. Google Search Console (Web Master tool)

✓ What is Google Search Console?

✓ How to do Website verification in Search Console?
✓ Setting up Google Search Console
✓ Website Performance
✓ URL inspection
✓ Index
✓ Site Index Coverage
✓ Crawls Errors and Stats
✓ Sitemaps Generation & update
✓ Robots.txt file Generation & update
✓ Enhancements
✓ Mobile usability
✓ Accelerated Mobile Pages (AMP)
✓ Sitelinks search box
✓ Links
✓ External links
✓ Internal links
✓ Security & Manual Actions
✓ Security issues
✓ Manual actions

3. Business / Website Analysis

✓ What is Business Analysis

✓ What is Keyword Research
✓ Benefits of Keyword Research
✓ Keywords Research and Analysis
✓ Types of Keywords
✓ Keyword Research Methodology
✓ Keyword generation ideas
✓ Google keyword suggestions
✓ Google Keyword Planner Tool
✓ Paid Keyword Tools
✓ Finalizing the Keywords List
✓ Competition Analysis & reports
✓ Web position Analysis & reports

4. On-page Optimization

✓ What is On-page Optimization

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✓ Types of On-Page SEO Techniques

✓ Domain Name Optimization
✓ URL Optimization
✓ Page Title Optimization
✓ Meta Description Optimization
✓ Headings & Footer Optimization
✓ Body Tags Optimization (H1, H2, H3, H4, H5, H6)
✓ SEO Content Writing Optimization
✓ Alt Tag / Anchor Links Optimization
✓ Keyword Density Optimization
✓ Images Optimization
✓ Sitemaps Optimization
✓ Robot.txt Optimization
✓ Canonical Links
✓ Structured data / Rich Snippets (Schemas)
✓ Google Answer Box Optimization

4. Off page Optimization (Link Building) techniques

✓ What is Off page Optimization

✓ Link building guidelines
✓ Importance of Link Building
✓ Link building Methods
✓ Link building techniques
✓ Directory Submissions
✓ Google My Business SEO
✓ Social Bookmarking
✓ Social Media Engagement
✓ Classified Posting
✓ Press Releases
✓ Forum Submission
✓ Article Submission
✓ Document Submission
✓ Image Submission
✓ Infographics Submission
✓ Video Submission
✓ Podcast Submission
✓ Web2.0 Submission
✓ Question and Answer
✓ Local Business Listing
✓ Link exchange schemes
✓ Influencer Outreach
✓ Guest Author
✓ Competitor Links Analysis Tools
✓ Link checking tools

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5. Server/Web Performance Optimization techniques

✓ SSL certificate/ HTTPS

✓ 301 Redirects
✓ Cloud-based Website Monitoring
✓ 404 Errors solutions
✓ HTTP requests reduction
✓ File compression
✓ Web caching optimization
✓ Code minification
✓ Lossy compression
✓ Database Optimization
✓ Web Font Performance Optimization
✓ Page Speed Analysis

6. Black Hat and Grey Hat SEO Techniques

7. SEO Auditing Tools

8. Assignments & Test on SEO

9. Implementation of SEO on a Live project

Search Engine Marketing (SEM)

1. What is Search Engine Marketing
2. Overview Google Adwords
✓ Account Setup
✓ Google Adwords (Old Version) & Google Ads (New version)
✓ Google Ads Interface
✓ Google Ads Recent Changes
✓ Google Ads Account structure
✓ Google Ads Ad formats
✓ Types of Google Ads campaigns
✓ Selection of goals

3. Search Network Marketing (PPC/Text Ads)

✓ What is Search Network Marketing?
✓ What is PPC marketing?
✓ Creating Search Network Campaigns
✓ Targeting Locations and Audiences
✓ Budget & Bidding techniques
✓ Ad Scheduling
✓ Ad Extensions
✓Ad Extensions
✓Sitelinks Extension
✓Callout Extension

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✓Structured Snippet Extension

✓Call Extension
✓Message Extension
✓Location Extension
✓Affiliate Location Extension
✓Price Extension
✓App Extension
✓Promotion Extension
✓Automated Extensions
✓ Creating Ad group
✓ Creating Ads and Adding keywords
✓Ads Optimization
✓Keyword Match Types
✓ Search network techniques
4. Display Network Marketing (Banner Ads)
✓ What is Display Network Ads?
✓ What is Display Network Marketing?
✓ Objectives of Display Campaign
✓ Creating Display Campaigns
✓ Locations, Audiences & Demographic Targeting
✓ Topic based & Placement Targeting
✓ Creating Display Ads
✓ Custom Display ads
✓ Dimensions of Custom ads
✓ Responsive Display ads
✓ Dimensions of Responsive ads
✓ Gmail Display Ads
✓ Dimensions of Gmail ads
✓ Conversion Tracking
✓ Types of Conversions
✓ Website Conversions
✓ App Conversions
✓ Call Conversions
✓ Offline Conversions
✓ Display Remarketing campaigns
✓ What is Remarketing in Google Ads?
✓ Types of Remarketing Audience
✓ Website audience
✓ App Audience
✓ Customers/Convertors List
✓ Custom Remarketing List
✓ Creating Display Remarketing campaigns
✓ Remarketing Ads
5. Video Network Marketing (Youtube Ads)

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✓ What is Video Network Ad?

✓ Connect Youtube account to Google Ads account
✓ Different types of video ads on youtube
✓TrueView ads (In-Stream or Discovery/In-Display) (skippable)
✓Pre-Roll ads (non-skippable)
✓Bumper ads (non-skippable)
6. Shopping Ads (Ecommerce Ads)
✓ What is Google Shopping Ads?
✓ Setup of Google Shopping Account
✓ Connect Google Merchant Center Account to Google Ads account
✓ Data feed Setup
✓ Types of Data feed & Properties of Data feed
✓ Creating Shopping Campaigns
✓ Creating Shopping Ad groups and Product groups
✓ Creating Shopping ads
✓ Google Shopping Bidding strategies
✓ Reporting and Analysis of shopping ads
7. App Promotions (App Installs)
✓ What is App Promotion marketing?
✓ How to Promote app installations on Play store or search network?
✓ How to get more installs through App Promotion marketing?
✓ Types of App Promotion campaigns
✓ Creating App Promotion campaigns
✓ Creating App Promotion Adgroups
✓ Creating App Promotion Ads
✓ Bidding Strategies
✓ Location & Device Targeting options
✓ Create Audience engagement for Remarketing
✓ Reporting
8. Smart Campaigns (Local Business Ads)
✓ What is Smart Campaign?
✓ How to setup Google My Business Account
✓ How to Connect Google My Business Account to Google Ads
✓ Types of Smart Campaign advertising goals
✓ Targeting Locations
✓ Targeting Keywords & Exclusion
✓ Ad Extensions
✓ Reports & Analysis
9. Google Ads Bidding strategies, Ads Auction, Ad Formats and Guidelines
✓ Bidding Strategies types
✓Target CPA (Cost Per Acquisition)
✓Target ROAS (Return on Ad Spend)
✓Maximize Conversions
✓Enhanced Cost Per Click (ECPC)

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✓Maximize Clicks
✓Manual CPC Bidding
✓Target Search Page Location
✓Target Outranking Share
✓CPM Bidding (Cost Per Thousand Impressions)
✓vCPM Bidding (Cost Per Viewable Thousand Impressions)
✓CPV Bidding (Cost Per View)
✓Target Impression Share Bidding
✓ What is Ads Auction?
✓What is Ad Rank in google ads?
✓What is Quality Score
✓How to improve Quality Score in adwords
✓How Quality Score affects the Cost?
✓Improving Ad Relevance
✓Improving Landing Page Experience
✓Auction Insights Tool
✓ Ad Formats and Guidelines
✓Types of Ads
✓Expanded Ad Format
✓Responsive Ad Format
✓Structure of Ad
✓Elements of Effective Ads
✓Examples of Ads (Best & Worst)
✓Google Ads Guidelines
✓Copyrights & Trademark Guidelines
10. Google Ads Tools & Settings
✓ Account access
✓ Linked Accounts
✓ Billing Settings
✓ Billing Summery
✓ Performance planner
✓ Keyword planner
✓ Ad preview & Diagnosis
✓ Display planner
✓ Audience manager
✓ Bid strategies
✓ Quality Score and Its Importance
✓ Rules
✓ Scripts
✓ Conversions
✓ Tracking the Conversions for Multiple Product
✓ My Client Centre (MCC)
✓ Change History Tool
✓ Adwords Editor Tool

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✓ Automate Tool
✓ Columns Customization
✓ Alerts Setting
✓ Filters
✓ Dimensions Reports
✓ Auction Insights Report
11. Yahoo Native Ads
12. Microsoft Bing Ads
13. Assignments & Exams
14. Live Projects on Google Ads, Bing Ads, Yahoo Ads
15. Certification

Social Media Marketing (SMM & SMO)

1. Introduction to Social Media Marketing
✓ What is Social Media Marketing & Optimization?
✓ Importance of Social media marketing for a business or company
✓ Setting up a Social Media optimization Strategy
✓ Different types of social media platforms
2. Facebook & Instagram Marketing
✓ Importance of Facebook & Instagram
✓ How to Create Facebook Business page
✓ How to Create Instagram Business account
✓ Competitor’s Facebook & Instagram Accounts analysis
✓ How to do Facebook Business page Optimization
✓ How to do Instagram Business account Optimization
✓ How to Create a Facebook Group?
✓ Facebook & Instagram Organic Reach strategies
✓ Increase Facebook & Instagram Engagements Organically
✓ How to build your brand on Facebook & Instagram
✓ Importance of Hash (#) tags in Instagram & Facebook
✓ How to use Stories in Instagram & Facebook?
✓ Live streaming in Facebook & Instagram
✓ IG TV in Instagram
✓ How to create a channel on IGTV?
✓ Integrating Instagram Business Account with Facebook Business Manager
✓ Facebook & Instagram Marketing or Advertising
✓Create Facebook Business Manager
✓Business Manager Overview
✓Set up a Facebook Advertising Account (Ads Manager)
✓Types of Facebook marketing objectives?
✓Campaign objective
✓Awareness
✓ Brand Awareness
✓ Reach
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✓Consideration
✓ Traffic
✓ Engagement
✓ App Installs
✓ Video Views
✓ Lead Generation
✓ Messages
✓Conversion
✓ Conversions
✓ Catalogue Sales
✓ Store Traffic
✓ Campaign bid strategies
✓ Ad Set
✓Audiences: Locations, Age, Gender, Languages
✓Detailed targeting: Demographics, Interests, Behaviours
✓Connections: Facebook Pages, Apps, Events
✓Placements: Automatic, Manual
✓Budget & schedule
✓ Ad
✓Identity
✓Format
✓ Instant Experience
✓ Lead Form
✓Text & links
✓ Conversion tracking
✓ Facebook pixel setup
✓ Event setup & Event Manager
✓Data sources
✓Custom conversions
✓Partner integrations
✓ Audiences
✓Create a Custom Audience
✓Create a Lookalike Audience
✓Audience insights
✓ Offline events
✓ App events
✓ Automated rules
✓ Business Settings
✓ Billing
✓ Reports & Analysis
3. Twitter Marketing
✓ Importance of Twitter Marketing
✓ Twitter profile creation
✓ Profile Settings & Optimization

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✓ Posting Strategy for Twitter

✓ How to use Hashtags in Twitter
✓ Trending Hashtags
✓ Engagement Metrics & Twitter Analytics
✓ Link twitter with other Social Media platforms
✓ Twitter Ads
✓ Ad Campaign Objectives
✓ Target Audience selection
✓ Ads Creation
✓ Budget & Bid Settings
✓ Conversion Tracking
✓ Remarketing Strategy
✓ Reports Analysis
✓ Case studies on twitter
4. LinkedIn Marketing
✓ What is LinkedIn? and Why Should You Be On It?
✓ LinkedIn for Business to Business (B2B) Marketing
✓ Brand promotion in LinkedIn
✓ How LinkedIn useful for Human resource department?
✓ Creating LinkedIn profile
✓ Optimizing LinkedIn profile
✓ Creating LinkedIn Company page
✓ Optimizing LinkedIn Company page
✓ Creating new connections
✓ LinkedIn Recommendations
✓ Finding Jobs in Linkedin
✓ Creating LinkedIn Group
✓ Organic Enagement in LinkedIn
✓ LinkedIn Advertising
✓Sponsored Content
✓Direct Sponsored Content
✓Sponsored InMail
✓Text Ads
✓Display Ads
✓Video Ads
✓Dynamic Ads
✓Lead Gen Forms
✓Website Retargeting
✓ Targeting Options
✓ Bidding & Budget
✓ Reports Analysis
5. Quora Marketing
✓ Why Quora?
✓ Quora Profile setup

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✓ Finding & Following Topics

✓ Submitting Questions & Answers
✓ Sharing Content on Boards
✓ Quora Business Page
✓ Quora for Marketing
✓ Campaign Objective
✓Conversions
✓App Installs
✓Traffic
✓Awareness
✓ Primary Targeting
✓Contextual Targeting, Audience Targeting, Behavioral Targeting, Broad Targeting
✓ Targeting Type:
✓Topics, Keywords, Questions, Interests
✓ Location Targeting
✓ Desktop & Mobile Targeting
✓ Email Targeting
✓ Ad Format
✓Image Ad
✓Text Ad
✓Promote an Answer
✓ Pixels & Conversions
✓ Audiences
✓Website Traffic
✓Lookalike
✓List Match
✓ Reports
6. Pinterest Marketing
✓ Why Pinterest is Important for Digital Marketing?
✓ Creating a Pinterest Account
✓ Pinterest Account Content Optimization
✓ Creating a Pinterest Business account
✓ importance of Images or Infographics
✓ Create Pins & Pins Strategy
✓ Optimize pins for SEO
✓ Pins Engagement
✓ Boards on Pinterest
✓ Integrating Pinterest with Website
✓ Experiment with Rich Pins
✓ Track pins from website
✓ Run ads on Pinterest
✓Promoted Pins
✓Promoted Carousels
✓Promoted Video Pins

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✓Promoted App Pins

✓Buyable Pins
✓Story Pins
✓ Campaign Goals/Objectives
✓Brand Awareness
✓Traffic
✓Video Views
✓App Install
✓ Target audience
✓ Ad placements
✓ Interests and keywords
✓ Budget and schedule
✓ Pinterest Analytics
7. YouTube Marketing & Optimization
✓ What is YouTube marketing all about?
✓ What can YouTube do for Business?
✓ Creating a YouTube account
✓ Creating YouTube Channel
✓ Optimizing YouTube Channel Description & Keywords
✓ YouTube Plugins & Tools
✓ YouTube creator studio
✓ Searching for potential keywords for video titles
✓ Creating Custom Video Thumbnails for High CTR
✓ Live streaming with YouTube
✓ Optimize YouTube Video Uploads
✓ Video marketing strategy
✓ Start advertising on YouTube
✓ YouTube partner program
✓ Using the YouTube trending feed for market research
✓ How to make money on YouTube with Affiliate Marketing
✓ Video copyrights, spams & YouTube Guidelines
✓ In-depth Statistics & Analysis of YouTube
✓ YouTube Marketing Certification
8. Social Media Automation & Analytical tools
9. Assignments & Exams
10. Live Projects
11. Social Media Certification

Email Marketing
1. Introduction to Email Marketing
2. Email Marketing Basics
3. Gmail Marketing
✓ Business Mail Account setup
✓ Gmail Features
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✓ Priority Inbox
✓ Organize Folders
✓ Contact Groups
✓ Auto Responder
✓ Email Template Designs & Import to Gmail
✓ Create Rules to Automate Delivery
✓ Schedule emails
✓ Gmail offline
4. Email Marketing - MailChimp
✓ Sign up for MailChimp & Choosing a Plan
✓ Audience Management in Mailchimp
✓ Mailchimp Groups, Segments, and Tags
✓ Lead Capture Forms and Mailchimp Integrations
✓ Email Content & Design creation
✓ Create an Email Template & Create a Campaign
✓ Create a Landing Page, Create an Ad & Create a Signup Form
✓ A/B Split Testing
✓ Mailchimp Automations
✓ Create an Automated Campaign
✓ Lead Generation Services & Types of Leads
✓ Integrate MailChimp with Facebook
✓ Analytics in MailChimp
✓ Google Analytics Link Tracking in MailChimp
5. Designing Newsletters
6. Building email marketing strategy
7. Email Marketing Applications / Tools

Affiliate Marketing (Online Money Earning Strategies)

1. What is Affiliate Marketing?
2. How Affiliate Marketing Works
3. Merchant of Affiliate Marketing
4. Publisher Affiliate Marketing
5. Affiliate programs
✓ with a website
✓ without a website
6. Affiliate marketing/Online money earning strategies
7. Popular Affiliate marketing tools/sites/networks
8. Google AdSense account set up & Ads in a Website
9. Affiliate Marketing Analysis tools
10. Assignments & Exams
11. Case Studies

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Influencer Marketing
1. What is Influencer Marketing?
2. Finding right influencers using tools
3. Finding viral posts on Social Media platforms
4. How to do best Influencer marketing?
✓ Choose Your Objective/Topic
✓ Find Influencers
✓ Assess Influencers
✓ Contact Influencers
✓ Confirm Promotion Terms
✓ Confirm Payment Terms
✓ Pay Influencers
✓ Manage Promotion Launch
✓ Assess Promotion Results
✓ Optimize Performance & Analysis of Influencer's ROI
5. How to Become an Influencer?
✓ Choose Topic
✓ Create viral content (Text, Images, Videos)
✓ Promotional Strategies
✓ Go Viral with Content on Social Media platforms/website
✓ Engage with Followers/Subscribers
✓ Increase Fanbase with Viral Content
6. Case studies

Mobile Marketing
1. What is Mobile Marketing?
2. The Future of Mobile marketing?
3. Text message marketing
4. Text Marketing Services
5. Mobile Advertising platforms
✓ Mobile Ads
✓ Mobile CPA Networks
✓ Location Based Marketing
✓ Mobile Gaming
✓ GPS Marketing
✓ Mobile Websites
6. Conversion tracking setup
7. Report generation & analytical Tools
8. Assignments & Exams
9. Live project

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Content Marketing
1. What is content marketing?
2. Different Types of content marketing
✓ Writing (text)
✓ Infographics (Photography)
✓ Videos (Videography)
3. Vision, Mission, Goals of content
4. Target Audience and Persona
5. Website & Social Media Strategic Objectives
6. Content Creation tools for writings, Images, Videos
7. Branding Business with content marketing
8. Content Calendar
✓ Daily Content Calendar
✓ Weekly Content Calendar
✓ Monthly Content Calendar
9. Lead generation with content marketing
10. Content marketing Analysis & Reports
11. Assignments & Exams
12. Implementing Content marketing on Real time Project

Inbound Marketing
1. What is Inbound Marketing
2. Create Content to Attract Audience
3. Inbound Marketing Strategies
4. Inbound User Experience analysis
✓ Create Landing Pages
✓ Create a Thank You Page
✓ Create Opt-in/Subscription Forms
✓ Create Contact forms/ registration forms
✓ Create Pop ups
✓ Create Offer Bars
✓ Create Call-to-Action buttons
✓ Add Fancy Widgets
✓ Setup Push notifications
✓ Configure Chat box or Chat bots
✓ Connecting Landing Pages with CRM tools & Plugins
5. Inbound Marketing Strategies
6. Social Media Content for Inbound
7. Inbound Marketing Tools
8. Nurture Leads with Marketing strategies
9. Assignments & Exams
10. Implementing Inbound Marketing on Real time Project

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Google/Web Analytics & Social Media Analytics

1. What is Google Analytics?
2. Types of Web analytical Tools
3. Google Analytics Setup
✓ Account Creation
✓ Configure with Website
✓ Googles Ads Linking
✓ Google tag manager Linking
✓ Google AdSense Linking
✓ Ad Exchange Linking
✓ Google play store Linking
✓ Google Search Console Linking
✓ Conversion tracking setup
✓ Create Goals
4. Real time traffic analysis
✓ Locations, Sources, Content, Events, Conversions
5. Audience analysis
✓ Active users, Demographics, Interests, Geo, Behavior
✓ Technology, Mobile, Benchmarking, Users flow
6. Behavior analysis
✓ Behavior flow, Site content, Site speed, Site search
✓ Events, Publisher, Experiments
7. Conversions analysis
✓ Goals, Ecommerce, Multi-channel Funnels, Attribution
8. Segmentation and Filters
9. Report generation
10. Google Analytics Vs Other analytical Tools
11. Social Media Analytical tools
✓ Facebook Analytics
✓ Twitter Analytics
✓ LinkedIn Analytics
✓ Quora Analytics
✓ Pinterest Analytics
✓ Other Paid Analytics tools
12. Assignments & Exams
13. Practical Analysis on Real Time Project

CRM (Customer relationship management) Tools

1. What is Customer relationship management?
2. Importance of CRM tools for a Business/Company
3. Manual Works Vs CRM tool works
4. Best CRM Tools & Comparison

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5. Integration of CRM tool with

✓ Website forms
✓ Google Ads
✓ Google Analytics
✓ Email API
✓ SMS API
✓ Chat bot API
✓ Social Media platforms APIs
✓ Cloud Telephony API
✓ IVR APIs
6. Work flow Automation
7. Marketing Automation
8. Lead Distribution, Nurturing & Analysis
9. Drip Campaigns & Automation rules for leads
10. Multi-Dimensional Analysis & reports
11. Practical Sessions on CRM tools

Best Digital Marketing Tools 2019

1. Visual Design tools
2. SEO & Blog Content Tools
3. Content Curation Tools
4. Search Engine Marketing Tools
5. Social Media Marketing & Automation Tools
6. Email Automation tools
7. Affiliate Marketing tools
8. Analytics & Data Tools
9. Lead Generation Tools & Plugins
10. Business Automation tools

Google Products for Digital Marketing

1. Introduction to Google Products
2. List of Google Products
✓ Google Search console, Google Structured Data Testing Tool, Google PageSpeed
insights, Google Bookmarks, Google groups, Google forums, Google My business,
Blogger, Google Tag Manager, Google Ads, Google AdSense, Google Analytics, Google
trends, Google fonts
3. Google Products Explanation
4. Using Google products for Digital Marketing

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