GeekBrains begins training performance marketing professionals
Our training portal, together with adventure agency Adventum, is starting to train performance marketing professionals . The program will last 8 months: it will include eight practical courses. The start of training is April 23. The lessons will be taught by practitioners from Adventum, the first performance marketing agency in Russia. The emphasis in training is on solving real problems from everyday practice on the example of real strategies of large brands.
Performance marketing is a comprehensive marketing strategy that is developed for the client’s tasks and allows you to track and measure the actual result of the advertising campaign at each stage using web analytics tools.
The course covers the main aspects of performance marketing. Students will learn how to build a digital strategy and how to work with online analytics, get acquainted with the features of promoting mobile applications, SMM and email marketing, as well as learn the specifics of setting up targeted advertising in social networks, contextual and media advertising.
Internet Marketing Strategy
The work of an Internet marketer is not a set of magic buttons that magically brings or does not make a company profit. The profession involves the ability to work with a maximum of traffic channels, track efficiency at different sites and adjust the strategy based on data from analytical systems.
Lesson 1. Professional tasks of an Internet marketer
Lesson 2. Target audience
Lesson 3. Analysis of competitors and the formation of a competitive (valuable) offer
Lesson 4. Preparing a site for promotion
Lesson 5. Channels for attracting traffic to a site
Lesson 6. Managing Internet channels
Mobile App Promotion
Mobile advertising - the future has come! Effective promotion of mobile applications, life hacks and features of purchasing traffic in mobile are the knowledge that is necessary today to be in trend.
Lesson 1. Market trends and the basics of mobile advertising
Lesson 2. Advertising channels
Lesson 3. Optimization
Lesson 4. Mobile analytics
Lesson 5. Launching advertising campaigns
Contextual advertising is a simple and effective way to attract an interested audience to a site. Each year, budgets for contextual advertising are growing, because more and more advertisers understand that this traffic channel brings good results. The contextual advertising systems themselves are also being improved: new tools appear to optimize costs and increase the effectiveness of contextual campaigns.
Lesson 1. Contextual advertising for a commercial site
Lesson 2. Work with Yandex.Direct. Part 1
Lesson 3. Working with Yandex.Direct. Part 2
Lesson 4. Working with Google AdWords. Part 1
Lesson 5. Working with Google AdWords. Part 2
Lesson 6. Remarketing in AdWords
Lesson 7. Automating contextual advertising
Lesson 8. Assessing the effectiveness of contextual advertising
SMM: social marketing networks
80% of the Internet audience in Russia uses social networks daily. To paraphrase, we can say that "all your customers use social networks." Yes, this is not an exaggeration. Working in social networks is one of the most effective ways to find your target audience and make it as loyal to your brand as possible. This is a relatively cheap source of traffic and constant contact with the end user.
Lesson 1. Introduction to SMM
Lesson 2. Creation and development of a community
Lesson 3. Interaction and support of users in social networks
Lesson 4. Management of SMM
Targeted advertising in the social. networks
Every adult Russian uses social networks and services at least 2 times a day. This is a multi-million resource for advertising with targeting by gender, age, interests, online and offline behavior. Targeted advertising is a great tool for achieving digital goals.
Lesson 1. Market trends and basics
Lesson 2. Traffic types and channels
Lesson 3. Automation and optimization tools
Lesson 4. Analytics
Lesson 5. Ways to configure advertising campaigns
People check their mail up to 20 times a day, and according to many studies, email marketing is the channel with the highest return on investment (ROI) from existing ones. Is there any reason to pay attention to technology today?
Lesson 1. Email marketing strategy
Lesson 2. Working with the subscriber base
Lesson 3. Choosing a service for mailing
Lesson 4. Types of letters
Lesson 5. Content plan and chain of letters
Lesson 6. Testing and analytics in Email marketing
Lesson 7. Automation Email Newsletters
A potential consumer of your goods and services may often not even suspect the existence of your brand. And if he knows, he can make a choice in favor of competitors, because the concept of “trademark” is not equal to the concept of “brand”. A strong brand has unique value for the target audience. To scale a business or build brand knowledge, it is not enough to use performance-tools of digital marketing alone. Therefore, display advertising is a necessary form of communication with the target audience.
Lesson 1. Basic types and concepts in display advertising
Lesson 2. The role of display advertising in an integrated advertising campaign
Lesson 3. Planning and procurement
Lesson 4. Programmatic and auction procurement
Lesson 5. Evaluating the effectiveness of display advertising campaigns
Web Analytics in Internet Marketing
Since people started tracking the number of visits to the site, the principles for implementing web analytics and measuring KPI of internet marketing have undergone significant changes. The development of systems such as Google Analytics and Yandex.Metrica, as well as the creation by companies of their own analytical systems, have greatly simplified tracking key performance indicators of advertising campaigns and made the process of measuring them more accessible. These days, you cannot succeed in internet marketing without knowing indicators such as conversion or return on investment.
Lesson 1. Introduction to web analytics
Lesson 2. Working with Google Analytics
Lesson 3. Working with Yandex.Metric
Lesson 4. User parameters and indicators, data import. How to upload your own data to Google Analytics and increase analysis capabilities
Lesson 5. Google Tag Manager as a data collection management system
Lesson 6. Multichannel analysis and attribution modeling. How to understand the real contribution of the traffic source to the final sales
Lesson 7. End-to-end analytics as the next step in the development of analytics on the project
Lesson 8. Data visualization with the help of additional services
Lesson 9. Search for potential improvement of user experience
Lesson 10. AB testing as a cyclic tool to increase user knowledge and project effectiveness
Graduates of the course will receive a certificate of a standard form and a personal certificate of the IT portal GeekBrains and Mail.Ru Group.