The Digital Marketing Mastery Certification

[two_third] Upgrade yourself with a cutting edge certification program that covers all the emerging new media skills :

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  • Social Media (Facebook, Twitter, YouTube, LinkedIn, Pinterest),
  • Search Enignes (Google, Yahoo, Bing),
  • Mobile (iOS, Android, Smartphones, Tablets) and
  • The Web (Conversion Principles, Design Principles, Display Advertising, Media Planning, Remarketing)
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And the best part is that the programs are designed for action – full of tips, strategies, real life case studies, examples, pitfalls, walkthroughs, exercises and tutorials. Our aim is that for each of these areas, you will be able to start your first campaign right after finishing the relevant module.

The course consists of 6 modules over 11 training days:
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  • Google AdWords – 23rd & 24th August 2012
  • Google Analytics – 29th, 30th & 31st August 2012
  • Search Engine Optimization – 6th & 7th September 2012
  • Facebook Timeline & Pages Marketing – 13th & 14th September 2012
  • Web Video Production & Marketing – 24th September 2012
  • Mobile Marketing & Ads – 25th September 2012
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The regular price for the course is S$4,000 if registered after 15th August 2012.
The early bird price for the course is S$3,500 if registered before 15th August 2012.
The price for groups (3 or more) is S$3,000 if registered before 15th August 2012.
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Google AdWords 101 + 201

This workshop is based on the Seminars for Success program and covers two important Google AdWords modules in 2 days. This Google-approved curriculum is designed for media managers and hands-on practitioners who deal with campaigns on a daily basis.

Bundles & Discounts Available: Early Bird Discount, Google Classroom (bundle with Analytics 101+201+301), Digital Mastery (bundle with Facebook, SEO, Analytics, Web Video & Mobile workshops), Existing Client Discount, Group Discount, Partner Referral Discount.

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  • Upcoming Dates: 23rd (Thurs) & 24th (Fri) Aug 2012
  • Modules: 101 (Setup & Search Campaigns) + 201 (Optimization & Display Campaigns)
  • Fees: $1200 for 2 days
  • Includes: Course material, Lunch, Coffee, Certificate of Completion, Handouts, Thumb drive with PDF notes
  • Trainers: Rachit Dayal and David Liem
  • Where: Happy Marketer Training Centre, One Neil Road #02-02 Singapore 088804
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Day 1 – AdWords 101

Introduction to online advertising & Google AdWords

  • Types of online advertising
  • Basics of pay-per-click advertising
  • Introduction to AdWords
  • Features
  • Benefits
  • Basic terminology

Creating Your Account

  • Creating an account
  • Creating your Campaigns

Creating a campaign, step-by-step

  • Understanding Your Statistics

Beginning Optimization

  • Using the Report Center
  • Campaign Optimizer
  • Location targeting
  • Demographic bidding

Understanding campaign, ad group, and keyword statistics

  • Editing Campaign Settings
  • Editing CPCs
  • Tracking ad performance

Developing Quality Keyword Lists

  • How to Develop a List
  • Using the Keyword Tool
  • Using the Edit Campaign Negative Keywords Tool
  • Creating Compelling Ad Text
  • Developing ad variations
  • Ad writing workshop

Conversion Tracking

  • Google Analytics
  • Optimizing to:

Increase conversions

  • Increase traffic
  • Increase Quality Score
  • Improve landing page quality
  • Using the Google Display Network

Ad types

  • Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads)
  • Placement targeted campaigns
  • CPM bidding

Billing & Reports

  • Understanding Billing
  • Billing Cycle

Open Q&A

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Day 2 – AdWords 201

Introduction
Definitions & terminology

Google Display Network

  • What is Display Network
  • Targeting by Site
  • Targeting by Keyword
  • Audiences – by Interest
  • Audiences – Remarketing
  • Audiences – Custom
  • Reporting Display Network

Intermediate Optimization Techniques

  • How to geotarget your campaign
  • How to use demographic bidding
  • How to create a placement-targeted campaign
  • How to use site and category exclusion
  • How to use IP Exclusion
  • How to use Position Preference
  • How to use Ad Scheduling
  • Keyword List Optimization

Understanding how people search

  • Refining your keyword list
  • Other keyword tools
  • Search-based keyword tool
  • Insights for Search
  • Dynamic keyword insertion

How to Self-Diagnose

  • Why can’t I see my ad?
  • Why is my Quality Score low?
  • How to use the disapproved ads tool
  • How to use the ads diagnostic tool

How to Use AdWords Editor

  • Features and benefits
  • Tips and tricks

Understanding ROI

  • What is ROI?
  • Determining the value of a keyword
  • Other bidding options

Budget Optimizer

  • CPM Bidding
  • Conversion Optimizer
  • Managing Accounts

My Client Center
AdWords API

Search Engine Optimization (SEO)

Take-Aways, To-Dos, and Resources

Open Q&A
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Google Analytics 101 + 201 + 301

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As one of the 3 Google Analytics Certified Partners (GACPs), and the first Seminars for Success Google Analytics Training Company in the region, we’re organizing the first official Google Analytics modules in collaboration with Google.

While Google Analytics is an extremely powerful tool when implemented right, it’s also very complicated. Plus, it’s constantly changing. If you use Analytics more frequently than each month, then you need to come spend 3 days at this workshop, and get mastery quickly on this topic.

Bundles & Discounts Available: Early Bird Discount, Google Classroom (bundle with AdWords 101+201), Digital Mastery (bundle with Facebook, SEO, AdWords, Web Video & Mobile workshops), Existing Client Discount, Group Discount, Partner Referral Discount.

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  • Upcoming Dates: 29th (Wed), 30th (Thurs) & 31st (Fri) Aug 2012
  • Modules: 101 (UI & Principles) + 201 (Advanced Analysis) + 301 (Advanced Installations & Setup)
  • Fees: $1800 for 3 Days
  • Includes: Course material, Lunch, Coffee, Certificate of Completion, Handouts, Thumb drive with PDF notes
  • Trainers: Rachit Dayal and David Liem
  • Where: Happy Marketer Training Centre, One Neil Road #02-02 Singapore 088804
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Analytics 101

  • Introduction
    • What is web analytics?
    • The need for web analytics
    • Recent Changes in Google Analytics v5 (new!)
  • Getting Started With Google Analytics
    • How Google Analytics works
    • Accounts, profiles, and users
    • Navigating Google Analytics
    • Basic metrics
    • The main sections of Google Analytics reports
  • Traffic Sources
    • Direct, referring, and search traffic
    • Campaigns
    • AdWords
  • Content
    • Pages and Landing Pages
    • Event Tracking and AdSense
    • Site Search
  • Visitors
    • Unique visitors
    • Geographic and language information
    • Technical reports
    • Benchmarking
  • Goals & Ecommerce
    • Setting up goals
    • Goal reports
    • Ecommerce tracking
  • Actionable Insights and the Big Picture
    • Recap of Google Analytics reports and tools
    • Finding actionable insights
    • Getting the organization involved
    • Creating a data-driven culture
    • Resources
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Analytics 201

  • Introduction
    • What does a great analyst need to know?
  • Best Practices: Clean Data
    • Profiles and filters
    • Filtering internal traffic
    • Sampling
    • Cookies and cookie deletion
    • Multiple domains and subdomains
  • Analytics Intelligence
    • Automatic Intelligence Alerts
  • Advanced Segments
    • Using advanced segments
    • Creating custom advanced segments
  • Best Practices: Advertising and Marketing
    • Search engine optimization
    • AdWords advertising
    • Campaign attribution
    • Campaign tagging
  • Best Practices: Engagement
    • Landing pages and bounce rate
    • Site Search
    • Event Tracking
  • Best Practices: Conversion
    • Goal setup
    • Goal examples
    • Goal reports
    • Ecommerce
  • Best Practices: Sharing with the Organization
    • Export and email
    • Custom reports
    • Custom alerts
    • Sharing customizations
    • API tools
    • Creating a data-driven culture
    • Resources
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Analytics 301

  • How Google Analytics Works
    • JavaScript, cookies, and GIF requests
    • Differences from log-based tools
    • Security, privacy, and reliability
  • Google Analytics Tracking Code
    • How the code works
    • Customization methods
    • Alternate tracking code (async, mobile)
  • Administration
    • Accounts and profiles
    • User management
  • Cleaning Up Your Data
    • Filters
    • Introduction to regular expressions
    • Removing internal traffic
    • Cleaning up URLs
    • Site Search setup
  • Measuring Conversion
    • Creating goals and funnels
    • Ecommerce tracking
  • Measuring Traffic
    • Campaign tagging
    • AdWords integration
  • Measuring Content
    • AdSense integration
    • Event Tracking coding
    • Tracking Flash
  • Measuring Visitors
    • Custom Variables
  • Managing Cookies and Tracking
    • Multiple domains and subdomains
    • Google Website Optimizer integrations
  • Extracting Data
    • Export, email, and custom reports
    • Data export API
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Search Engine Optimization

This 2-day SEO Training/Workshop is for marketers in Singapore who are interested in driving vast amounts of search traffic & ranking on Page 1 for competitive keywords.

Savvy marketing managers and webmasters who are already making investments into digital marketing will see the biggest gains from this practical, hands-on workshop.

Bundles & Discounts Available: Early Bird Discount, Digital Mastery (bundle with Facebook, Analytics, AdWords, Web Video & Mobile workshops), Existing Client Discount, Group Discount, Partner Referral Discount.

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  • Upcoming: 6th (Thurs) & 7th (Fri) September 2012
  • Trainers: Rachit Dayal and David Liem
  • Where: Happy Marketer Training Centre, One Neil Road #02-02 Singapore 088804
  • Fees: S$1000
  • Includes: Course material, Lunch, Coffee, Certificate of Completion, Handouts
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  • Day 1 – SEO Introduction & Keyword Research (2 hrs)
    In the first two hours, we’ll understand the major tools available for research –  AdWords Keyword Tool, Alerts, Insights for Search, Ad Planner & Trends. We’ll also discuss the key differences between SEO (natural) and SEM (paid).
  • Day 1 – SEO Principles for Organizations (2 hrs)
    The first session of SEO will discuss the principles of White Hat, Ethical Search Engine Optimization. We’ll also discuss the major myths about ranking well and debunk them.
  • Day 1 – On Page Keyword Optimization (2 hrs)
    Creating SEO-friendly content and tweaking existing content to be relevant to the search engines is critical to ranking well. Here, we’ll discuss meta information, TITLE, Head, and Body content principles.
  • Day 1 – Internal Site Structure (2 hrs)
    The most ignored aspect of SEO by new optimizers is internal site structure. Fortunately, this is also the easiest way to push up a page in the rankings and solve common technical bottlenecks and problems. In this section, we’ll find a way to adapt sitemaps to SEO.
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  • Day 2 – Google Analytics Intelligence (2 hrs)
    In Google Analytics, we’re given a free tool that can provide enormous insight into user behavior. We’ll discuss the technical implementation of Google Analytics on a site and the KPI metrics the management needs to deduce an ROI.
  • Day 2 – External Links & Authority (2 hrs)
    All things being equal, a site that has more incoming links will always rank higher.. Here, we’ll discuss how to create mechanisms for long term, consistent incoming links.
  • Day 2 – SEO in 2010 and beyond (2 hrs)
    With the rapid growth of deep search and social media (facebook, twitter, youtube, scribd etc), the ranking algorithms have changed. We’ll look at long term SEO strategies in this session.
  • Day 2 – Conversion Optimization (2 hrs)
    Getting high ranks and search traffic is only one half of the puzzle, the other half is converting those visitors into paying customers. In this session, we’ll talk about usability principles, site testing and using better design to improve conversions.
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Facebook Page & Timeline Marketing Workshop

This 2-day Facebook Marketing Training/Workshop is designed for marketers in Singapore who manage their company’s Facebook Pages and responsible for driving fans, engagement and an ROI from Social activities.

Savvy marketing managers and webmasters who have already begun their Facebook initiatives will see the biggest gains from this practical, hands-on workshop.

Bundles & Discounts Available: Early Bird Discount, Digital Mastery (bundle with SEO, Analytics, AdWords, Web Video & Mobile workshops), Existing Client Discount, Group Discount, Partner Referral Discount.

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  • Upcoming: 13th (Thurs) & 14th (Fri) August 2012
  • Trainers: David Liem and Prantik Mazumdar
  • Where: Happy Marketer Training Centre, One Neil Road #02-02 Singapore 088804
  • Fees: S$1000 for 2 days
  • Includes: Course material, Lunch, Coffee, Certificate of Completion, Handouts
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This course will equip you with the fundamentals of Facebook and tools that are relevant to your business. With hands on activities and sharing of successful corporate case studies, you will learn how to incorporate Facebook into your business’s marketing and advertising plans.
Over the course of the two day, hands-on workshop, we’ll cover all the critical parts of Facebook Marketing including

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  • History of Facebook
  • The overall Digital Landscape
  • Facebook Page Principles
  • Naming, Customization and FBML
  • User Access & Administration
  • FB Insights and Analytics
  • Fan Generation Strategies
  • Content Strategies & Wall Posts
  • Facebook Advertising Options
  • Social FB Plugins for Websites
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Day 1

  • The Facebook Landscape
    As the most popular site in the world today, Facebook occupies a unique place in the Internet landscape today. We’ll take a deep dive into various user profiles, and understand why your customers spend time on Facebook.
  • Pages & Timeline
    Timeline, the newest iternation of Facebook Pages has a unique structure unlike any other kind of website. We’ll do a detailed walkthrough and ensure you’re customizing and utilizing every possible feature.
  • Wall Posts & Content Options
    There was a time when wall posts were a simple affair. But today, choosing between postings, comments, photos, videos, polls and various other content options is a challenging task we’ll explain.
  • Tabs & Apps
    By using FBML or enabling the right apps, your Facebook Timeline can be easily customized into your own style. There are also various scenarios in which you’d want to lead traffic to custom tabs and enable Like gates.
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Day 2

  • Fan Generation Strategies
    The lifeblood of a successful Facebook campaign is a huge amount of active fans. Whether your goal is 1000 fans or a 100,000 fans – we’ll break down strategies other businesses have used into a plan for you.
  • Fan Engagement Strategies
    While getting fans is critical, activating those fans through engagement campaigns is also very important. We’ll expose the engagement plans & strategies of big and small fan pages alike.
  • Advertising & Insights
    Facebook offers various advertising options including the most popular CPC ads you see on the right. We’ll share our lessons from past work on how to maximize the CTRs, minimize CPCs and measure the ROI from these ads.
  • Social Website Plugins
    There are many ways to link your Facebook activity to your website – from Facebook Connect, to Like buttons, to Activity Feeds, Comments plugin and Facepile – all of these can bring an exciting social element to your site.
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Web Video Production & Marketing

This 1-day Web Video Training/Workshop will cover all the essentials of Strategy, Production and Promotion involved in a Web Video projects. Whether you’re a B2B company out to support complex sales, or a B2B business out to build some buzz, Web Videos are the most effective way to leave an indelible mark on your customers. And now, with the declining costs of equipment and the prevalence of web bandwidth, this is now a possibility for every business!

Bundles & Discounts Available: Early Bird Discount, Digital Mastery (bundle with Facebook, SEO, AdWords, Analytics & Mobile workshops), Existing Client Discount, Group Discount, Partner Referral Discount.

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  • Upcoming: 24th (Monday) September 2012
  • Trainers: David Liem
  • Where: Happy Marketer Training Centre, One Neil Road #02-02 Singapore 088804
  • Fees: S$500 for 1 day
  • Includes: Course material, Lunch, Coffee, Certificate of Completion, Handouts
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  • Introduction
    • Why bother with Web Video?
    • How does Video fit into branding?
    • How does Video fit into marketing?
    • How does Video fit into sales?
  • Web Video Strategy
    • Case studies in B2B and B2C
    • What kind of content can you produce?
    • Actors? or Staff?
    • One time? or Regular?
    • How much equipment investment will you need?
    • How much staff investment do you need?
  • Storyboarding & Planning
    • The basics of creating a story
    • Voiceovers and Narrations
    • The use of photos and videos
    • Production timelines & roll-calls
    • Making a realistic plan, so your video launches on time
  • Shooting – Video + Audio
    • Different kinds of cameras you can use
    • Lighting Basics & equipment
    • Shot framing and transitions
    • Sound equipment & usage
    • Using smartphone or handycam video
  • Production & Editing
    • Popular production tools for PC & Mac
    • Basics of working with Raw Video
    • Ensuring your computer can handle HD
    • Adding Titles, Cards & Visual Effects
    • The Right Way to review & get feedback
  • Publishing & Posting Online
    • YouTube? Vimeo? Or Self-Host?
    • Tips for creating an awesome channel
    • Managing bandwidth for uploading gigabytes
  • Promotion & Making An Impact
    • Understanding the KPIs & Metrics
    • Tips for sharing on Social Media
    • Tips for getting found on Search Engines
    • Tips for going “Viral”
    • More Resources to Learn & Experiment
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Mobile Marketing & Advertising

This 1-day Mobile Marketing Training/Workshop is designed for marketers in Singapore who have been tasked with increasing their company’s adoption of smartphones, tablets and the mobile world. It will be a power-packed day covering the entire landscape including smartphones, tablets, touch PCs, mobile websites, mobile applications, mobile advertising and much more!

Bundles & Discounts Available: Early Bird Discount, Digital Mastery (bundle with Facebook, SEO, Analytics, AdWords, & Web Video workshops), Existing Client Discount, Group Discount, Partner Referral Discount.

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  • Upcoming: 25th (Tuesday) September 2012
  • Trainers: David Liem and Prantik Mazumdar
  • Where: Happy Marketer Training Centre, One Neil Road #02-02 Singapore 088804
  • Fees: S$500
  • Includes: Course material, Lunch, Coffee, Certificate of Completion, Handouts
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The Mobile Landscape
– The emergence of mobile telephony
– The growth of mobile telephony – devices, network and applications
– Smartphones & the rise of the Mobile Web

Mobile Websites
– Why are mobile websites important and how different are they from normal websites?
– Mobile SEO
– 10 Best Practices for Mobile Websites
– 5 Case Studies of Mobile Website Development
– Workshop to critique and plan mobile website development project

Mobile Applications
– How large is the mobile app economy?
– Do apps make money?
– 10 Design Principles for developing mobile apps
– How do you port your mobile apps across multiple platforms
– Is Gamification vital for mobile apps?
– 5 Case Studies of Mobile Website Development
– Workshop to critique and plan a mobile app development project

Mobile Advertising
– The rapid growth of mobile banner advertising, especially in Asia
– The different varieties of mobile banner advertising
– The importance of creatives & campaign optimization
– 10 best practices for mobile advertising
– Mobile Media Planning Workshop

Mobile Payment & Loyalty
– Mobile Payment Landscape – Market Size & Trends
– Different Mobile Payment Avenues
– Mobile Loyalty & Customer Service
– Innovations in Mobile Payment – PayPal, Square, Google Wallet
– 10 best practices for mobile payment & loyalty services
– Local Case Study: Perx & around

Mobile vs Tablet vs PC
– Where should your development effort go?
– Where should your marketing effort go?
– What is the impact of Windows 8 and OSX Lion?
– What is Responsible Website Design?
– Which platforms should you develop apps for?

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New name, same great training!

FutureMarketer is the new home for Happy Marketer training.