Transcript CIM Review - Internet Marketing Association

IMA CIM Overview
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IMA Mission
“Provide a knowledge-sharing platform for
business professionals where proven
Internet Marketing strategies are
demonstrated and shared in an effort to
increase each member’s value to their
organization.”
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Certified Internet Marketer
(CIM)
Review
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Growth in Internet
Marketing
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Growth in Internet
Marketing
$77 BILLION Market by 2016
Businesses Need Expertise!
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Key Business
Challenges
• What Internet marketing strategies do you
focus on?
• What skill sets do you hire?
• Where do you find talent?
• How do you validate employee
knowledge?Key Opportunity:
Internet Marketers Earn Higher Salaries*
*2011 National Salary Guide, Crandall Associates, Inc.
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What We Deliver
• Internet Marketing Certification program
– Successful completion earns Certified
Internet Marketer
• Provides education in strategies & best
practices
– Instructors are expert practitioners from
leading companies
– Six primary lesson modules
• Online Learning Platform
– Delivers self-paced online lesson
content
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Program Content
Six Primary Modules:
Overview of Internet Marketing
Online Acquisition
Online Conversion
Online Retention
Online Analytics & Measurement
Data-Driven Marketing
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Overview of Internet
Marketing
• Gain an overview of the business value of Internet Marketing
• Learn how Internet Marketing can achieve acquisition, conversion
and retention of online customers
• Introduce the broad- array
of media
interactive marketing programs
Social
including:
- Mobile marketing
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Search marketing- Online analytics
Display advertising
Email marketing
Site optimization
• Review the advantages and challenges as well as identify key
differences between Internet marketing and traditional marketing
• Present baseline understanding of the primary topics covered in
more detailed examination in the other courses
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Online Acquisition
• Designed for marketers and business people wishing to learn more
about effective online acquisition strategies
• Introduce effective tactics and planning for:
– Search engine marketing
– Search engine optimization
– Display advertising
• Learn key strategies that enable search engine marketing to be one
of the most cost-effective acquisition methods
• Understand the online ad landscape and how to integrate display
campaigns into overall Internet strategy
• Learn the advantages and disadvantages of various online
acquisition programs
• Explore emerging platforms such as social media display, mobile,
and digital outdoor
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Online Conversion
• Provides an overview of methods, technologies and strategies for
improving the performance of website conversions and other online
properties
• Examine how effective site optimization and personalization
programs improve the relevance of content and offers for customers
& prospects
• Review how these programs result in increased online conversions
and engagement
• Address common obstacles to optimizing conversion & techniques
to avoid them
• Introduces the primary components of an effective online conversion
program including:
– A/B and multivariate testing
– Audience segmentation
– Experience personalization
– Content targeting
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– Recommendations
Online Retention
• Provides an overview of methods, technologies and strategies for
leveraging online marketing capabilities to improve customer
retention
• Evaluate how businesses retain customers with online programs
such as:
– Email marketing
– Online surveys
– Retargeting
– User generated content (ratings/reviews)
• Describe benefits & challenges of online retention programs and the
ROI impact across direct marketing channels
• Explain key differences in retention programs and strategies in
determining priorities
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Online Analytics &
Measurement
• Introduce students to online analytics and measurement principles
• Fully understand how to measure the performance of:
– Mobile applications
– Websites
– Online video
– Social media campaigns
• Learn how online analytics can effectively:
– Identify the most profitable paths through a Web site
– Determine where visitors are navigating away from a site
– Assess the critical metrics to achieving successful online
marketing campaigns
• Address the techniques and best practices for:
– Measuring and interpreting data
– Developing analysis and effective reporting
– Segmenting visitor information for improved experiences
– Identifying the key performance indicators which can drive
proven business ROI
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Data-Driven Marketing
• Overview of how to create a culture and decision-making practices
driven by data
• Review key strategies and techniques for data-driven marketing that
yields business performance improvements
• Provide insight in determining the most effective programs for
marketing investments returning the highest ROI
• Measure the effects of various marketing campaigns to drive
customer acquisition, increase conversion, and improve retention
• Understand how to develop closed-loop marketing programs to
deliver maximum efficiency of marketing spend
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