Fundamentals of Digital Marketing

The complete guide to running successful digital marketing campaigns

Level: Beginner
Instructor: Jeffrey Yamaguchi

Fundamentals of Digital Marketing

*Avantguild discount applied at checkout
  • Self-paced instruction
  • 24 video lessons
  • 4 hours of lesson content
  • Exercises in campaign development
  • >Led by an industry expert
  • Lifetime access
Refer to Friends

Who Should Take This Course

Marketers, Entrepreneurs, Students

Skills You Will Learn

Establish your brand’s digital marketing objectives—sell products, gain followers, etc.

Use paid channel tactics such as boosted posts and tweets, YouTube ads, native advertising and newsletter sponsorship

Leverage owned channel opportunities on your brand’s website

Using earned channels and engaging with influencers

Implement easy engagement tactics—website takeovers, newsletter signups and special landing pages

Establish and interpret your KPIs

Maximize your digital assets—videos, articles, infographics, gifs, etc.—across your brand’s digital platforms

Develop a content strategy, blog and editorial calendar

Run reports and communicate campaign performance internally

Why Take This Course

Fundamentals of Digital Marketing will teach you the essential components of marketing online and how to use paid, owned and earned channels. You’ll learn how to make your website effective and how to develop a strong content strategy. Finally, you’ll discover how to tie digital marketing into your business’ overall strategic goals.

Session 1

Your Website as the Central Hub of Your Marketing

  • Lesson 1: An Overview of the Essential Elements of Your Website
  • Lesson 2: Your Website as the Hub of Your Marketing Campaigns and Brand
  • Lesson 3: Simple Methods to Improve and Optimize Your Website to Serve Immediate Business Goals
+ Show More

Session 2

Paid, Earned and Owned Channels

  • Lesson 1: Defining the “Paid” Channel and Different Strategies To Engage and Build Upon It
  • Lesson 2: Defining the “Earned” Channel and Different Strategies To Engage and Build Upon It
  • Lesson 3: Defining the “Owned” Channel and Tying All Three Channels Together To Create An Effective and Results-Producing Overall Digital Platform
+ Show More

Session 3

Metrics and KPIs

  • Lesson 1: Overview of Metrics and Measurement Tools
  • Lesson 2: Strategies to Set, Build and Share KPIs
  • Lesson 3: KPIs in Action
+ Show More

Session 4

Drive Traffic to Your Site, Landing Pages and Social Channels

  • Lesson 1: The Power of Newsletters – How to Build and Grow Them
  • Lesson 2: The Power of the Newsfeed – Ensure Messaging is Consistent
  • Lesson 3: Growing Importance of Native Advertising
+ Show More

Session 5

Develop An Efficient, Cost-Effective Content Strategy

  • Lesson 1: Create and Leverage Digital Assets – Video, Photo, Audio, Text
  • Lesson 2: Highlight and Share Activity Within the Company
  • Lesson 3: The Power and Responsibility of User-Generated Content
+ Show More

Session 6

Keep Your Site and Campaigns Innovative

  • Lesson 1: Ideas To Change Up Your Site For More Solid Brand Messaging
  • Lesson 2: Campaign Ideas to Increase Traffic and Grow Subscriber and Social Media Numbers
  • Lesson 3: Measures to put the Foundations of Digital Marketing into Immediate Practice
+ Show More

About the Instructor

Jeffrey Yamaguchi

Jeffrey Yamaguchi is a digital publishing professional who has worked in book publishing for over 10 years, and has held digital marketing positions at Abrams, Random House, and HarperCollins. He's led digital campaigns for bestselling authors such as John Grisham, Michael Crichton, Anne Rice, Cheryl Strayed, Chuck Palahniuk, Dan Brown, and Tom Angleberger. He’s launched countless websites, built social media platforms from nothing to sizable numbers, and developed innovative D2C programs for authors and publishers to forge direct connections with their readers. Jeffrey also had the opportunity to initiate, produce, and market a number of new digital products: eshorts, enhanced ebooks, and apps, including Julia Child's Mastering the Art of French Cooking app. He currently teaches publishing courses at NYU's School of Professional Studies, and is working on an education technology start-up.