Download CIM Review - Internet Marketing Association

IMA CIM Overview
www.imanetwork.org
IMA Mission
“Provide a knowledge-sharing platform for
business professionals where proven
Internet Marketing strategies are
demonstrated and shared in an effort to
increase each member’s value to their
organization.”
www.imanetwork.org
Certified Internet Marketer
(CIM)
Review
www.imanetwork.org
Growth in Internet
Marketing
www.imanetwork.org
Growth in Internet
Marketing
$77 BILLION Market by 2016
Businesses Need Expertise!
www.imanetwork.org
Key Business
Challenges
• What Internet marketing strategies do you
focus on?
• What skill sets do you hire?
• Where do you find talent?
• How do you validate employee
knowledge?Key Opportunity:
Internet Marketers Earn Higher Salaries*
*2011 National Salary Guide, Crandall Associates, Inc.
www.imanetwork.org
What We Deliver
• Internet Marketing Certification program
– Successful completion earns Certified
Internet Marketer
• Provides education in strategies & best
practices
– Instructors are expert practitioners from
leading companies
– Six primary lesson modules
• Online Learning Platform
– Delivers self-paced online lesson
content
www.imanetwork.org
Program Content
Six Primary Modules:
Overview of Internet Marketing
Online Acquisition
Online Conversion
Online Retention
Online Analytics & Measurement
Data-Driven Marketing
www.imanetwork.org
Overview of Internet
Marketing
• Gain an overview of the business value of Internet Marketing
• Learn how Internet Marketing can achieve acquisition, conversion
and retention of online customers
• Introduce the broad- array
of media
interactive marketing programs
Social
including:
- Mobile marketing
–
–
–
–
Search marketing- Online analytics
Display advertising
Email marketing
Site optimization
• Review the advantages and challenges as well as identify key
differences between Internet marketing and traditional marketing
• Present baseline understanding of the primary topics covered in
more detailed examination in the other courses
www.imanetwork.org
Online Acquisition
• Designed for marketers and business people wishing to learn more
about effective online acquisition strategies
• Introduce effective tactics and planning for:
– Search engine marketing
– Search engine optimization
– Display advertising
• Learn key strategies that enable search engine marketing to be one
of the most cost-effective acquisition methods
• Understand the online ad landscape and how to integrate display
campaigns into overall Internet strategy
• Learn the advantages and disadvantages of various online
acquisition programs
• Explore emerging platforms such as social media display, mobile,
and digital outdoor
www.imanetwork.org
Online Conversion
• Provides an overview of methods, technologies and strategies for
improving the performance of website conversions and other online
properties
• Examine how effective site optimization and personalization
programs improve the relevance of content and offers for customers
& prospects
• Review how these programs result in increased online conversions
and engagement
• Address common obstacles to optimizing conversion & techniques
to avoid them
• Introduces the primary components of an effective online conversion
program including:
– A/B and multivariate testing
– Audience segmentation
– Experience personalization
– Content targeting
www.imanetwork.org
– Recommendations
Online Retention
• Provides an overview of methods, technologies and strategies for
leveraging online marketing capabilities to improve customer
retention
• Evaluate how businesses retain customers with online programs
such as:
– Email marketing
– Online surveys
– Retargeting
– User generated content (ratings/reviews)
• Describe benefits & challenges of online retention programs and the
ROI impact across direct marketing channels
• Explain key differences in retention programs and strategies in
determining priorities
www.imanetwork.org
Online Analytics &
Measurement
• Introduce students to online analytics and measurement principles
• Fully understand how to measure the performance of:
– Mobile applications
– Websites
– Online video
– Social media campaigns
• Learn how online analytics can effectively:
– Identify the most profitable paths through a Web site
– Determine where visitors are navigating away from a site
– Assess the critical metrics to achieving successful online
marketing campaigns
• Address the techniques and best practices for:
– Measuring and interpreting data
– Developing analysis and effective reporting
– Segmenting visitor information for improved experiences
– Identifying the key performance indicators which can drive
proven business ROI
www.imanetwork.org
Data-Driven Marketing
• Overview of how to create a culture and decision-making practices
driven by data
• Review key strategies and techniques for data-driven marketing that
yields business performance improvements
• Provide insight in determining the most effective programs for
marketing investments returning the highest ROI
• Measure the effects of various marketing campaigns to drive
customer acquisition, increase conversion, and improve retention
• Understand how to develop closed-loop marketing programs to
deliver maximum efficiency of marketing spend
www.imanetwork.org
www.imanetwork.org