11.1 History
2314. Off-site Authority Building
21.1.1 Newspaper advertising
2328.2.2 SEO Principles
31.1.2 Street Advertising
233• Keyword Optimization
41.1.3 Ancient form of Advertising
234• Title Tags
51.2 Classification
235• Meta Description
61.2.1 Classification based on Audience
236• High-Quality Content
7Consumer Advertising:
237• SEO Audit
8Industrial Advertising:
2388.3 8 Step SEO Strategy
9Trade Advertising:
2398.3.1 Define the Target Audience
10Professional Advertising:
240• Content Strategy
111.2.2 Classification based on Media
2418.3.2 Categorized Keyword Research
12Print Media Advertising:
2428.3.3 Finding Gaps and opportunities
13Broadcast Media Advertising:
2438.3.4 Define Competitors
14Outdoor Media:
2448.3.5 Learning from Competitors
15Other:
2458.3.6 Customized SEO strategy
161.2.3 Classification based on Area
2468.3.7 Must-have SEO recommendations
17Local Advertising:
2478.3.8 Prioritize and Summarize
18Regional Advertising:
2488.4 Creating an Effective SEO Strategy
19National Advertising:
2498.4.1 Create a List of Keywords
20International Advertising:
2508.4.2 Analyze Google’s First Page
211.2.4 Classification of the basis of Functions
2518.4.3 Create Something Better
22Direct and Indirect Action Advertising:
2528.4.4 Add a Hook
23Primary and Selective Advertising:
2538.4.5 Optimize for On-Page SEO
24Product and Institutional Advertising:
2548.4.6 Optimize for Search Intent
251.3 Purpose of Advertising
2558.4.7 make your content look good
26Creates Awareness
2568.4.8 Build Links for page
27Tool to Promote Direct Sales
2578.5 Summary
28Education and Marketing
2588.6 Exercise
29Marketing and Promoting
259References: Figure Source
30Solicitation
2609.1 Type of Content
311.4 Types of Advertising
261• Blogs/Articles
321.4.1 Social Advertising
262• Audio
331.4.2 Political Advertising
263• Videos
341.4.3 Internet Advertising
2649.2 Content Strategy in Digital Advertising
351.4.4 Social Media Marketing
2659.3 Content Strategy for SEO
361.4.5 Pay Per Click Advertising
2669.3.1 Content Strategy for Healthcare Companies
371.4.5 Institutional Advertising
2679.3.2 Content Strategy for Professional Services
381.4.6 Mobile Advertising
2689.3.3 Content Strategy for Startups
391.4.7 Video Advertising
2699.3.4 Content Strategy for Customer Success and Support
401.4.8 Service Advertising
2709.3.5 Content Strategy for Sales Enablement
411.5 Summary
2719.4 Building a Profitable Content Strategy
421.6 Exercise
2729.4.1 Understand the Key Fundamentals and Foundations of Digital Content Strategy
43References: Figure Source
273Know Your Content Goals
442.1 Evolution of Digital Word Advertising
274Know Your Content Differentiation Factor
452.2 Objectives and Goals
275Know Your Topic
462.2.1 Construct a Brand
2769.4.2 Understand Your Audience
472.2.2 Develop Revenue
277Do Audience Research
482.2.3 Boost Visitors
278Create Audience Persona
492.2.4 Paid Advertising
2799.4.3 Know How SEO fits in: Research Targeted Keyword Your Ideal Buyer is Searching
502.2.5 Email Marketing
2809.4.4 Build and Solidity Your Online Authority in Website
512.3 Types of Digital World Advertising
2819.4.5 Create Content the Right Way
52 2.3.1 SEM and SEO
282Optimize Your Content With Keywords
532.3.2 Display Ads
283Find the Workflow That Works
542.2.3 Social Media Marketing
284Map Audience Persona to the Marketing Life cycle
552.2.4 Content Marketing
285Map Content Topics to Content Goals
562.2.5 Email Marketing
2869.4.6 Set up Process to manage and maintain your content
572.2.6 Native Advertising
287Budget your major content analysis
582.3 Strategies of Digital World Advertising
288Promote Content
592.3.1 SEO
289Maintain Digital Strategy
602.3.2 Local Search Marketing
2909.5 Making a Basic Content Strategy
612.3.2 Content Writing
291Step 1
622.3.4 Re-marketing
292Step 2
632.3.5 Responsive Web-Design
293Step 3
642.3.6 Marketing Automation
294Step 4
652.3.7 Video
295Step 5
662.3.8 Focus on End Result
2969.6 Summary
672.4 Summary
2979.7 Exercise
682.5 Exercise
298References: Figure Source
69References: Figure Source
29910.1 Measuring the success of Digital Marketing Strategy
703.1 Functions of Advertising
30010.1.1 Overall Website Traffic
713.1.1 Economic Functions
30110.1.2 Traffic by Source
723.1.2 Social Functions
30210.1.3 New Visitors vs. Returning Visitors
733.1.3 Psychological Functions
30310.1.4 Sessions
743.2 Recruitment Advertising
30410.1.5 Average Session Duration
753.3 Role of Advertising within Marketing Program
30510.1.6 Mobile Traffic
763.4 Summary
30610.1.7 Average time spent per visit
773.5 Exercise: References
30710.1.8 Most Visited Page
784.1 Categories of Advertising
30810.1.9 Bounce Rate
794.1.1 Consumer Advertising
30910.2 Measuring Ad Success
80Institutional Advertising
31010.2.1 Impressions
81Image Advertising
31110.2.2 Click Through Rate
82Informational Advertising
31210.2.3 Time based Ads
83Cooperative Advertising
31310.2.4 Viewers
84Product Advertising
31410.2.5 Return on Investment
85Concept Advertising
31510.3 Measuring Ad Campaign Success
86Financial Advertising
31610.3.1 Define your marketing campaign and how to measure success
87Examples of Consumer Advertising
31710.3.2 Define Marketing Channels
884.1.2 Trade Advertising
318Direct Customers
89An effective Trade Advertising manufacturer should focus on the below-mentioned things:
319Paid Search
90Here are some benefits of Trade marketing:
320Email Marketing
91Here are some examples of Trade Marketing
321Social Media
92• Trade Shows
32210.3.3 Key Performance Factors
93• Trade Promotions
32310.3.4 Customer Life-Time Values
94• Coupons
324Calculating CLV
95• Free Samples
325Customer Retention Rates
96• Discounts
32610.4 Summary
97• Free Gifts
32710.5 Exercise
98• Branding
328References: Figure Source
99• Digital Trade Marketing
32911.1 Content Marketing Case Studies
100Strategic Partnerships
33011.1.1 On-Site Retarding
1014.2 Advertising Stakeholder
33111.1.2 Trending Topics
1024.2.1 Internal Stakeholders
33211.1.3 User acquisition Content
1034.2.2 External Stakeholders
33311.2 Social Media Marketing Case Studies
1044.3 Advertising Organizations
33411.2.1 Usage of Hashtags
1054.3.1 Role of Advertising Organizations
33511.2.2 Social Media Walls
1064.3.2 Types of Advertising Organizations
33611.2.3 Social Media campaigns
1071. Full-Service Agencies
33711.3 SEO case studies
1082. Interactive Agencies
33811.3.1 6-steps SEO Process
1093. Creative Boutiques
33911.3.2 E-Commerce Transactions
1104. Media Buying Agencies
34011.3.3 SEO achievements at affordable budgets
1115. In House Agencies
34111.4 PPC Case studies
1124.4 Industrial Advertising
34211.4.1 Adword quality score
1134.5 Summary
34311.4.2 Revenue Generator
1144.6 Exercise
34411.4.3 Quality Leads
115References: Figure Source
34511.5 Video Marketing Case Studies
1165.1 Parts of Advertisement
34611.5.1 Social Message
1175.1.1 Headline
34711.5.2 Impressive Content
118• How to
34811.5.3 Power of Influencers
119• Question
34911.6 Voice Search case Studies
120• Top Reasons
35011.6.1 Mobile Voice Search
121• Testimonials
35111.6.2 Webpage Content Curation
1225.1.2 Images
35211.7 Summary
1235.2 The Message
35311.8 Exercise
1245.2.1 Brand or national Consumer Advertising
354References: Figure Source
1255.2.2 Retail
35512.1 Practical Budget Setting Analysis
1265.2.3 Direct Response
35612.2 Budget Decision Rules
1275.2.4 B2B
35712.2.1 Percentage of Sales or Cross Margin
1285.2.5 Public Service
35812.2.2 Making a Move
1295.2.6 Directory
35912.2.3 Established Brand
1305.2.7 Political
36012.2.4 New Brand
1315.2.8 Institutional
36112.2.5 Share of Voice
1325.3 The Layout
36212.3 Market Experimentation and Budgeting
133A good layout must have below components
36312.3.1 Testing Advertising
134• Border
36412.3.2 Problem with Market Experimentation
135• Headings
36512.3.3 Split Cable testing
136• Illustrations
36612.4 Regression Analysis for Budgeting
137• Body Copy
36712.5 Wear Out
138• Signature
36812.6 Summary
139• Color
36912.7 Exercise: References
1405.4 Summary
37013.1 What Entrepreneurs will see in Future Market
1415.5 Exercise: References
37113.1.1 Bigger Focus on Consumer Utility
1426.1 Models of Advertising Management
37213.1.2 Voice and Endorsed Ads
1436.1.1 AIDA Model
37313.1.3 Increased Personalization
144• A- Attention
37413.1.4 Direct Integration of Products
145• I-Interest
37513.1.5 Creative content without disruption
146• D-Desire
37613.1.6 Content and Influential Marketing
147• A-Action
37713.1.7 Contextual Advertising
1486.1.2 DAGMAR Model
37813.2 Experts views on Future of Advertising
1491. Creation of a communication task to achieve goals:
37913.2.1 Gerard Keely, CEO of Vidsy
1502. Defining the objective of the communication tasks
38013.2.2 James Heller, CEO of Wrapify
1516.2 Consumer Communication
38113.2.3 Kwesi Robertson, Director of Marketing at Howerton + White
1526.2.1 Components of Communication Process
38213.2.4 Amy King, VP of Product Marketing at Pixalate
153Sender:
38313.2.5 Dr. Michael Yuan, Co-Founder of the CyberMiles Foundation
154Media:
38413.2.6 Matt Johnston, Founder and CEO of Guide Social
155Receiver:
38513.2.7 Yaniv Masjedi, Chief Marketing Officer at Nextiva
156Feedback:
38613.3 AI in Future of Advertising
157Noise:
38713.4 Future of Mobile Advertising
1586.3 Marketing Communication
38813.5 Future of Video Marketing
1596.3.1 Objectives of Marketing Communication
38913.6 Future of TV Advertising
160Increase Awareness
39013.7 Summary
161To Change Attitudes
39113.8 Exercise: References
162Influence Purchase Intent
39214.1 Types of Local Advertising
163Drive Brand Switching
39314.2 Difference Between Local and National Advertising
1646.3.2 Components of Marketing Communication
39414.2.1 Focus
165• Context
39514.2.2 Time Orientation
166• Sender
39614.2.3 Resources
167• Message
39714.3 Selecting Local Advertising Media
168• Media
39814.3.1 Local Mass Media
169• Decoder
39914.3.2 Newspaper
170• Feedback
40014.3.3 Shoppers and Free Papers
1716.3.3 Channels of Marketing Communication
40114.3.4 Local Direct Bill
172• Vertical Channel
40214.3.5 Publicity
173• Horizontal Channel
40314.4 Types of Local Advertising
174• Formal Channel
40414.4.1 Product Advertising
175• Informal Channel
40514.4.2 Institutional Advertising
1766.4 Media Strategy
40614.5 Advertising Agencies
1776.4.1 Elements of Media Strategy
40714.6 Non-Commercial Advertising
178• Communication Channels
40814.6.1 Advertising by non-business institutions
179• News Cycles
40914.6.2 Advertising by non-profit businesses and associations
180• Popularity of the Medium
41014.6.3 Political Advertising
181• Target Audience
41114.7 Summary
182• Modern Media Outlets
41214.8 Exercise: References
1836.5 Advertising Campaigns
41315.1 4 P’s of Digital Advertising
1846.5.1 Process of Advertising Campaign
41415.1.1 Product
1856.5.2 Types of Online Advertising Campaign
41515.1.2 Promotion
186Google AdWords Campaigns
41615.1.3 Price
187Facebook Campaigns
41715.1.4 Place
1886.5.3 Example of Best Advertisement Campaigns
41815.2 4 E’s of Digital Advertising
189Nike: Just Do It
41915.2.1 Education
190Coke: Share a Coke
42015.2.2 Entertainment
191Anheuser-Busch: Whassup
42115.2.3 Engagement
192Always: #LikeAGirl
42215.2.4 Experience
193Volkswagen: Think Small
42315.3 Managing Online Advertising
194Google: Year in Search
42415.3.1 Assess your Inventory
195Metro Trains: Dumb Ways to Die
42515.3.2 Integrate your Ad Management system into Business
196Apple: Get A Mac
42615.3.3 Track your Traffic, All the time
197Clairol: Does She or Doesn’t She?
42715.3.4 Tweak your system frequently
198Procter & Gamble: Thank You, Mom
42815.4 SEO Management
1996.6 Summary
42915.4.1 Steps for Successful SEO management
2006.7 Exercise
430Audience Research
201References: Figure Source
431Competitor Analysis
2027.1 Importance of Advertising for Manufacturers
432Web Optimization
2037.2 Importance of Advertising for Middleman
433Monthly Reporting
2047.3 Importance of Advertising for Consumers
43415.5 Budget in Digital Advertising
2057.4 Importance of Advertising for Producers
43515.5.1 Set your overall Marketing Strategy
2067.5 Importance of Advertising in Business
43615.5.2 Organize Financial Information
2077.5.1 Crucial for a Launch
43715.5.3 Setting Marketing Budget
2087.5.2 Source of revenue
43815.6 Summary
2097.5.3 Sales Promotion
43915.7 Exercise
2107.5.4 Increases Sales
440References: Figure Source
2117.5.5 Consumer Awareness
441A
2127.5.6 Demands Creativity
442B
2137.5.7 Target Oriented
443C
2147.5.8 Elements of Marketing Mix
444D
2157.5.9 Monitor Supply
445E
2167.5.10 Builds Brand Image
446F
2177.6 Summary
447H
2187.7 Exercise
448I
219References: Figure Source
449L
2208.1 How SEO can change your Business
450M
2218.1.1 Thousand of People Search in google every second
451N
2228.1.2 People Ignore paid Ads
452O
2238.1.3 Companies Implement SEO
453P
2248.1.4 SEO boosts Conversions
454Q
2258.1.5 Local SEO is Affected
455R
2268.2 SEO Strategy
456S
2278.2.1 Four Pillars of SEO Strategy
457T
2281. Technical SEO
458V
2292. On-Site SEO optimization
459W
2303. Content
