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


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


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


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


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


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


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


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


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


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


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.

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:
  • A passing score on the OMCA exam
  • A secondary degree or equivalent (e.g., High School diploma or GED)
  • 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.

  • Proof of a passing the OMCA exam
  • A secondary degree or equivalent (e.g., High School diploma or Associates degree)
  • 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.

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.

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:

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

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.

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.

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 :
  • 5,000 hours experience.
  • OR
  • a post-secondary degree plus 2,000 hours experience.
  • OR
  • 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.

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.

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:

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

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.

How long will OMCP Certification last?

OMCP Certification is a one-year certification. OMCP offers two pathways to maintaining certification:
  • Renew your certificate yearly by passing the OMCP exam.
  • 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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