Digital Marketing Fundamentals

Foreword

Almost 20 years ago I postulated the 10/90 Rule for Digital Marketing: If you have $100 to spend on being successful, spend $10 on tools and $90 on people!

Since then, this rule has only become truer, as free tools for every digital task have proliferated and others have become cheaper. What remains expensive are the smart people that you need to successfully imagine competitive strategies, convert them into effective marketing tactics, and measure what matters.

I'm super‐excited about OMCP, since it is a program that offers a high‐quality signal reflecting knowledge and experience. You know…it helps answer whether this human is the right investment for your $90.

Hence, I'm thrilled that Greg, Matt, and Michael decided to write the biblical guide to OMCA certification. Their knowledge spans strategy, brand and performance marketing, comprehensive guidance on digital analytics, crucial areas like SEO, digital advertising, content marketing, social media marketing, as well as conversion optimization, email marketing, and mobile marketing! Each chapter has the detail you need to learn core concepts and pointers on how you can use this book as a jumping‐off point into the deep end of any of the topics.

Greg, Matt, and Michael also persuaded Brad, Kim, and Cindy to contribute their wisdom and industry insights, making the book that much more valuable.

Like me, you will read the book to be among those who have the rare honor of earning OMCA certification, but I believe you'll ...