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Digital FastTrack on-demand internet media and marketing course

Digital FastTrack's
Search: the connector

Learning Objectives for this on-demand digital media training module

• Whether or not you buy or sell search, it's a major part of the market and you should be familiar with it.
• By the end of this module, you will be able to:
  • Describe how search engines work & name the major players
  • Explain the difference between paid and organic search results
  • Describe the pricing model for paid search
  • Understand how search fits into a marketing strategy as a connector

Search is one of the "killer applications" of the web. It's probably something you often use but probably don't think about how it works, or how search engines make money. Search is the fastest growing segment of online advertising and in some markets it makes up the largest share of online spend.

So, whether or not you're actively buying or selling search, you need to be familiar with how it works and where it fits in marketing strategies in order to better position your recommendations, or to evaluate them.

Along with email, search can provide a cost effective direct marketing channel and as such has become an important tool for advertisers. Now small advertisers can use self-serve tools to set up and manage search campaigns based on set budgets. This gives small advertisers control over their advertising activity which they haven't had before. The largest advertisers will assign search campaign management to their agencies or to in-house departments.

Another aspect of search that is so appealing to advertisers is its accountability, and the fact that they only pay for the leads (or clicks) that they get. Exposure is free. But it's important that advertisers (no matter what their size) are equipped to measure the value of their leads/clicks in order to manage their campaigns most effectively. It's great to generate a lot of clicks to a site, but if they're not converting or of some value to the advertiser, they are wasting their money.

Marketing activities don't happen in a vacuum. Search will always work hardest and best when it's integrated into an overall marketing strategy.

Digital Chameleon's FastTrack series is made up of eight on-demand digital media and marketing training modules that help you transition your media and marketing skills to digital - taken online, at your own pace, at your own computer. 

Taken together, the eight modules are the equivalent our full day Introduction to Digital Media course - which you'll have access to for 90 days. Or, you can subscribe to individual modules, each with 30-day access.

Is Digital FastTrack right for you?

It's for marketers and agency staff who need to know how to develop, manage, and track the performance of internet marketing and online advertising campaigns. Advertising sales reps, sales management, publishers, marketing, and business development staff who sell or support online ad sales. Whether you're transitioning a current role, or looking to develop a career in the fast growing digital media and marketing sector, Digital FastTrack is your first step.

What will you gain?

With our digital media and marketing training courses, you'll gain confidence in discussing, preparing, and evaluating digital media options and recommendations.  You'll be better equipped to approach integrated programs. You'll be more confident discussing online options without having a "digital expert" in the room. You'll be skilled in the fastest growing media sector.