Every single digital industry professional has been talking about starting one to fullfill ever growing need for Digital Marketing Institute for increasing skilled digital marketing professionals pool for industry to hire and hone.
Most of the certification available around concentrates on SEM and google based marketing and doesn’t look at going at fundamentals of marketing and how innovation can be digital medium lead and converted into 360 degree campaign which would help meet brand performance objectives of maximum reach leading to increase in sales or brand recogniztion as desired.
Recently we have seen lot of good Interactive initiatives like jaagore.com of TATA Tea or Sunsilk Gang of Girls social networking site has helped brand establish create recall or loyalty among segement of users which it was fast losing out to likes of Pantene in case of sunsilk etc.Hence there is strong case for us to train creative and media pros to understand the digital medium can be the lead medium for executability.
Such Digital Marketing Institute course program would need to concentrate on following topics
i) Fundamental of Strategic Planning in TV,Print,OOH and Radio
ii) Mapping of performance metrics of other mediums to digital medium metrics
iii) Understanding how to effectively use Internet Measurement Tools like Comscore, Alexa, Nielsen Online, Google ad Planner
iv) How to evaluate brand objectives for execution via digital medium
v) Various digital marketing techniques like SEO,SEM,PPC,CPM,Innovative properties,Mailer and their impact on brand performance metrics with case studies
vi) How to design creatives,,microsite communication to ensure RoI from digital medium
vii) Media Planning and how to create performance benchmark for various properties
viii) How to demystify audience of media without actual using the property
ix) Effective Media Buying for Results – Negotiating and finding low cost – high performance media
x) Using Omniture, Visual Science, Atlas,DART for effective media optimization
xi) Social Media – How to create brand engagement using tools like blogging, Youtube,Social Networking sites
This is just basic guideline for starting a course and ofcourse can go into more details on what exactly should be covered etc and there will be lot of study put in generating the content and studying its impact for driving result for people taking the program.
In terms of business viability side program can be marketed to Advertising Agencies, Marketing Managers and even B-Schools can be partnered with for delivering the program.
If some one is ready to invest, am ready to execute the same🙂 though would love some feedback on what all should be covered and individuals who can used as knowledge hub for same.