Digital Marketing Fundamentals

Introduction

Who Should Read This Book?

This book is intended for those who will drive digital marketing initiatives, manage digital marketing teams, or communicate digital marketing concepts. It is perfect for those who are transitioning into a career in digital marketing or for students who wish to learn generally accepted practices of digital marketing.

It can also be used as a study guide or to supplement a digital marketer's preparation for OMCA certification. The OMCA certification verifies knowledge across multiple digital marketing disciplines. It is often used as a minimum requirement for marketing team members at advertising agencies or other businesses that perform in‐house marketing. Groups who train or hire to OMCA standards lead the industry in digital marketing performance.

Why Get a Digital Marketing Certification?

It's no longer enough to simply claim expertise as a digital marketer. Employers and clients know that they are best served by marketers whose knowledge and skills are current and verified.

According to the 2019 OMCP Role Study, which asked more than 4,000 professionals about their digital marketing priorities, companies and agencies are no longer looking for one‐trick ponies. Hiring managers unanimously require employees to have conceptual knowledge and skills across five of the top eight disciplines—search engine optimization, content marketing, social media marketing, digital advertising (including price‐per‐click), mobile marketing, email marketing, ...