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Digital Marketing



OMCA™ Certification
entry-level certification for online marketing associates

OMCP® Certification
premier certification for online marketing professionals

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Syllabus for Digital Marketing :
Introduction to Digital Marketing
  • arrow Definition of the DMI Method
  • arrow Principles
  • arrow Our Tools
  • arrow The DMI Framework
  • arrow The DMI Quality Scale Digital Marketing
  • arrow Key Concepts of Digital Marketing
  • arrow Traditional v. Digital Marketing
  • arrow The Opportunity of Digital Marketing
  • arrow Characteristics of Digital Marketing
  • arrow Implications of Digital Marketing
  • arrow Market Research v. Market Reality


Search Marketing (SEO)
  • arrow Key SEO Concepts
  • arrow Search Results & Positioning
  • arrow Benefits of Search Position
  • arrow Stakeholders in Search
  • arrow Mechanics of Search
  • arrow On-Page Optimisation
  • arrow The SEO Process
  • arrow Customer Insights
  • arrow Analysis & Review
  • arrow Keyword Research & Selection
  • arrow Content Updates & Layout
  • arrow Meta Tags
  • arrow SEO Site Map
  • arrow SEO Google Search Console
  • arrow Off-Page Optimisation
  • arrow Inbound Links & Link Building
  • arrow Ranking
  • arrow Laws & Guidelines


Search Marketing (PPC)
  • arrow Key PPC Concepts
  • arrow Strengths of Pay Per Click
  • arrow Keyword Research
  • arrow Google PPC
  • arrow Research Tools
  • arrow Search Campaign Process
  • arrow Keyword Selection
  • arrow Ad Copy
  • arrow Landing Pages
  • arrow Targeting
  • arrow Budgets
  • arrow Scheduling
  • arrow Display Networks
  • arrow Ad Centre
  • arrow Campaign Management
  • arrow Conversion Tracking
  • arrow Conversion Metrics: CPA, CTR
  • arrow Bidding
  • arrow Analytics
  • arrow Laws & Guidelines


Digital Display Advertising
  • arrow Key Digital Display Concepts
  • arrow Benefits of Digital Display
  • arrow Challenges of Digital Display
  • arrow Business Value
  • arrow Running Effective Ads
  • arrow Ad Formats
  • arrow Ad Features
  • arrow Ad Display Frequency
  • arrow Campaign Planning
  • arrow Campaign Steps
  • arrow Target Audience
  • arrow Campaign Objectives
  • arrow Campaign Budget
  • arrow Creative Formats
  • arrow Targeting
  • arrow Tracking your Campaign
  • arrow Optimising the Campaign
  • arrow Laws & Guidelines


Email Marketing
  • arrow Key Email Marketing Concepts
  • arrow Campaign Process
  • arrow Online Data Capture
  • arrow Offline Data Capture
  • arrow Segmentation
  • arrow Email Design
  • arrow User Behaviour
  • arrow User Characteristics
  • arrow Email Copy
  • arrow Email Structure
  • arrow Email Delivery
  • arrow Email Systems
  • arrow Filtering
  • arrow Scheduling
  • arrow Measurement
  • arrow Key Terms & Metrics
  • arrow Split Testing
  • arrow Laws & Guidelines


Social Media Marketing (Part 1)
  • arrow Key Concepts
  • arrow Social Media Goals
  • arrow Setting Goals and Priorities
  • arrow Facebook Features
  • arrow Facebook Newsfeed
  • arrow Facebook Insights
  • arrow Facebook Business Page
  • arrow Twitter Features
  • arrow Twitter Engagement
  • arrow LinkedIn Setup & Profile
  • arrow LinkedIn Features
  • arrow LinkedIn Company Page
  • arrow Google+ Setup
  • arrow Google+ Features
  • arrow Google+ Insights
  • arrow Google+ Analytics
  • arrow Google+ Brand Page
  • arrow YouTube Setup
  • arrow YouTube Channels
  • arrow YouTube Channels
  • arrow YouTube Features
  • arrow Tumblr
  • arrow Blogging


Social Media Marketing (Part 2)
  • arrow Implementing Social
  • arrow Social Listening
  • arrow Content Planning
  • arrow Scheduling Tools
  • arrow Facebook Advertising
  • arrow LinkedIn Groups
  • arrow LinkedIn Advertising
  • arrow Twitter Advertising
  • arrow Pinterest
  • arrow Instagram
  • arrow Snapchat
  • arrow Facebook Insight
  • arrow Google+ Insight
  • arrow YouTube Insight
  • arrow Facebook Analytics
  • arrow Twitter Analytics
  • arrow LinkedIn Analytics
  • arrow Laws & Guidelines


Mobile Marketing
  • arrow Key Mobile Marketing Concepts
  • arrow Trends in Mobile
  • arrow Opportunities & Risks
  • arrow Mobile Devices
  • arrow SMS Content
  • arrow SMS Strategy
  • arrow Mobile Advertising
  • arrow Mobile Optimised Websites
  • arrow Mobile Apps
  • arrow Attributes of Effective Apps
  • arrow DMI 6 Step Process for Mobile Apps
  • arrow Proximity Marketing
  • arrow Bluetooth
  • arrow QR Codes
  • arrow Mobile Coupons & Ticketing
  • arrow Implementation
  • arrow Strategic Steps
  • arrow Marketing Goals
  • arrow Review & Testing
  • arrow Key Trends
  • arrow Social Media Channels
  • arrow Laws & Guidelines


Analytics Module 10 Strategy & Planning
  • arrow Key Analytics Concepts
  • arrow Goal Set-up
  • arrow Account Set-up
  • arrow Analytics Code
  • arrow Analytics Profiles
  • arrow Goal Configuration & Funnels
  • arrow Audience
  • arrow Dashboard
  • arrow Technology
  • arrow Advertising
  • arrow Adwords Campaigns
  • arrow Traffic Sources
  • arrow Scheduling & Delivery
  • arrow Bounce Rate
  • arrow Site Speed
  • arrow Site Search
  • arrow Events
  • arrow Conversions
  • arrow eCommerce
  • arrow Reporting
  • arrow Real Time Reporting
  • arrow Intelligence Reporting
  • arrow Customised Reporting
  • arrow Laws & Guidelines


Strategy & Planning
  • arrow Key Strategy & Planning Concepts
  • arrow First Steps
  • arrow Planning
  • arrow Situation Analysis
  • arrow Information Gathering
  • arrow Target Audience
  • arrow Setting Objectives
  • arrow Appropriate Tools
  • arrow Action Plan
  • arrow Setting the Budget
  • arrow Measurement
  • arrow Iteration & Enhancement
  • arrow Laws & Guidelines


Summary
  • Digital Marketing

Digital Marketing is one of the fastest and effective ways for promotion products. Digital marketing is a technique where user will able to do promotion, can build strong bonding with customer, can increase sales and by default company revenue will get increase. It includes various modules like SEO (Search Engine Optimization), Email Marketing, PPC (Pay per clicks), Google AdWords etc.

OMCA™ Certification
OMCA™ is a valuable entry-level certification for online marketing associates and entry-level practitioners. Perfect for managers, those just starting in digital marketing, or as a first step towards earning an OMCP certificate, an OMCA certification is designed to prove conceptual knowledge of digital marketing and demonstrate foundational knowledge of generally accepted practices across multiple digital marketing disciplines.

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Who should apply?

If you’re a newer online marketer with the intent to demonstrate your commitment to online marketing, improve your ability to manage digital marketing projects and earn additional responsibility, an OMCA certificate and status can help you stand out to potential employers.

How to apply for your OMCA certification
1. Ensure you’re ready
If your goal is to apply for your OMCA certificate, be sure you have the necessary qualifications below for education and experience (or course work) before you take the OMCA exam.

If your employer requires your score on the OMCA Exam, and does not require certification status, you can skip this step and proceed to register for the OMCA exam.

The prerequisites for OMCA certification status include:
  • arrow A passing score on the OMCA exam
  • arrow A secondary degree or equivalent (e.g., High School diploma or GED)
  • arrow 600 hours experience online marketing OR proof of completion of an OMCP-Approved course within the six months prior to your application

2. Register for your OMCA exam
The OMCA Exam is proctored online, so there’s no need to travel or wait. To schedule your online exam session, click the button below to register for an OMCP.org account, pay for your exam, and follow the instructions to select an exam time that fits your schedule.

Once you have completed the OMCA exam, you’re ready to upload your credentials for final approval for certification.

3. Apply for your certification
Once you’ve ensured you have met the following requirements, you’re ready to apply for certificate status.

  • arrow Proof of a passing the OMCA exam
  • arrow A secondary degree or equivalent (e.g., High School diploma or Associates degree)
  • arrow 600 hours experience online marketing OR proof of completion of an OMCP-Approved course within the six months prior to your application

To apply for certification status, you’ll create a user account on omcp.org (or login to your existing account), upload your proof, and after a successful review by OMCP staff, get a confirmed certification status.

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How and where do I take the Exam?

The OMCA Exam is proctored online, so there’s no need to travel. Exams can be scheduled to be taken at any time and from anywhere the exam taker has a reliable internet connection.

To be proctored for your exam, you must have a web camera and a microphone so you and your proctor may communicate. Resources of any kind are not allowed during the exam. This includes, books, notes, access to online information, texts, chats, or phone calls, or having another person in the room while the exam is happening.

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How do I prepare for the exam?

Planning ahead for your exam will help ensure that you have the best chance to be successful and that the exam process works smoothly for you.

Preparation for the OMCA exam must include a combination of associate-level experience in online marketing coupled with continuing education. No course or published book will completely prepare a candidate to pass the OMCA exam. The minimum recommended preparation for the OMCP exam includes 600 hours of online marketing experience that includes conceptual understanding of at least six online marketing disciplines, coupled with 34 didactic hours in OMCA-Approved Courses covering eight specific disciplines. Candidates with more practical experience may need less education, and candidates with more education may not need as much practical experience. In most cases, a balanced combination of experience and up-to-date education is essential.

The following online marketing disciplines are supported by the most recent OMCP Role Delineation Study, are considered core to OMCA certification, and determine the content of the OMCA exam:

  • arrow Content Marketing
  • arrow Conversion Rate Optimization
  • arrow Email Marketing (included within OMCA and OMCP Base exams only)
  • arrow Mobile Marketing (included within OMCA and OMCP Base exams only)
  • arrow Paid Search (PPC)
  • arrow Search Engine Optimization (SEO)
  • arrow Social Media Marketing
  • arrow Web Analytics

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What does it cost?

The OMCA exam fee is US $225 payable upon registration. The fee covers online proctoring and the exam delivery systems. There is currently no cost for application for certification of individuals, though this may change in the future.

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How long will my OMCA certification last?

OMCA certification is valid for one year. Participation in recognized organizations, events, training programs, and communities is rewarded by OMCP and will count toward Professional Development Units (PDUs) for a one-year extension of your OMCA certificate status, every other year.


OMCP® Certification
OMCP Certification is the industry’s premier certification for online marketing professionals who have extensive training, verified experience, and have demonstrated knowledge of online marketing concepts and best practices across multiple digital marketing disciplines. Customers, co-workers, employers, and partners can be assured that OMCP certified professionals have proven their knowledge and are committed to maintain generally accepted practices through the industry’s top training providers, organizations, and industry events.

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Who should apply?

Experienced online marketers who have met the requirements below and have made a commitment to ongoing professional development.

How to apply for your OMCP certification
1. Ensure you’re ready
If your goal is to apply for your OMCP certificate, be sure you have the necessary qualifications below for course work, education, and/or experience before you take the OMCP exam.

As of July 1, 2015, OMCP Certification requires a passing score on the OMCP exam and :
  • arrow 5,000 hours experience.
  • OR
  • arrow a post-secondary degree plus 2,000 hours experience.
  • OR
  • arrow Completion of an approved practitioner-level course plus 1,000 hours experience.

Application for certification must be submitted within 90 days after completing the OMCP exam and/or relevant coursework.

2. Register for your OMCP exam
The OMCP Exam is proctored online, so there’s no need to travel or wait. To schedule your online exam session, click the button below to register for an OMCP.org account, pay for your exam, and follow the instructions to select an exam time that fits your schedule.

Once you have completed the OMCP exam, and ensured you meet the experience and/or education requirements, upload your credentials for final approval for certification.

3. Apply for your certification
Once you’ve ensured you have met the requirements, you’re ready to apply for certificate status.

To apply for certification status, you’ll create a user account on omcp.org (or login to your existing account), upload your proof, and after a successful review by OMCP staff, get a confirmed certification status.

arrow
How and where do I take the Exam?

The OMCP Exam is proctored online, so there’s no need to travel. Exams can be scheduled to be taken at any time and from anywhere the exam taker has a reliable internet connection.

To be proctored for your exam, you must have a web camera and a microphone so you and your proctor may communicate. Resources of any kind are not allowed during the exam. This includes, books, notes, access to online information, texts, chats, or phone calls, or having another person in the room while the exam is happening.

arrow
How do I prepare for the exam?

Planning ahead for your exam will help ensure that you have the best chance to be successful and that the exam process works smoothly for you.

Preparation for the OMCP exam must include a combination of practical experience in online marketing coupled with continuing education in recent accepted practices. No course or published book will completely prepare a candidate to pass the OMCP exam. The minimum recommended preparation for the OMCP exam includes 1,000 hours of online marketing experience that includes conceptual understanding of at least six online marketing disciplines, coupled with 64 didactic hours in OMCP-Approved Courses covering two specific disciplines. Candidates with more practical experience may need less education, and candidates with more education may not need as much practical experience. In most cases, a balanced combination of experience and up-to-date education is essential.

The OMCP Exam structure comprises base-knowledge questions which test conceptual knowledge across multiple online marketing disciplines, plus two additional sections that focus on generally accepted practices in specific core disciplines.

The following online marketing disciplines are supported by the most recent OMCP Role Delineation Study, are considered core to OMCP certification, and determine the content of the OMCP exam sections:

  • arrow Content Marketing
  • arrow Conversion Rate Optimization
  • arrow Email Marketing (included within OMCA and OMCP Base exams only)
  • arrow Mobile Marketing (included within OMCA and OMCP Base exams only)
  • arrow Paid Search (PPC)
  • arrow Search Engine Optimization (SEO)
  • arrow Social Media Marketing
  • arrow Web Analytics

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What does it cost?

The OMCP exam fee is US $395 for all three parts, payable upon registration. The fee covers online proctoring and the exam delivery systems. In the event a retake of any part of the exam is necessary, the OMCP base-knowledge exam retake fee is $225 and the OMCP skills-exam retake fee is $125 per skill-exam. There is currently no cost for application for certification of individuals, though this may change in the future.

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How long will OMCP Certification last?

OMCP Certification is a one-year certification. OMCP offers two pathways to maintaining certification:
  • arrow Renew your certificate yearly by passing the OMCP exam.
  • arrow Extend your certification for an additional year by participating in recognized organizations, events, training programs, and communities to earn Professional Development Units (PDUs).

Currently, accrual of 100 PDUs during the year is required for extension.

To submit your PDUs for OMCP Re-Certification, simply provide the necessary verification for review through your member dashboard.

Passing the OMCP exam is required every two years, at minimum. You may extend certification with PDUs every other year.

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