Digital Marketing Fundamentals

If you are new to digital media marketing or just want to stay current with what is happening in the ever changing digital ecosystem, this course is for you. This crash course provides a comprehensive introduction to the digital marketing and advertising industry and is taught in an interactive classroom format that provides plenty of time for class discussions so bring your questions.

This course was previously called Integrated Digital Marketing.

Learning Outcomes

Develop a foundational knowledge of the most used digital marketing platforms and tactics in Canada, including how they are used, bought and measured.
Learn the digital media terms and concepts you need to navigate the digital ecosystem.
Learn the basics of how digital media campaigns are delivered and tracked.

Instructor

Terra Sharek, Group Director, Strategy at Omnicom Media Group

Dates and Locations

City	Date	Time	Language	Venue	Address
Toronto	Feb 20, 2020	10:00 am – 5:00 pm	English	IAB Canada Office	111 Peter Street, Suite 406B
Toronto	May 5, 2020	10:00 am – 5:00 pm	English	IAB Canada Office	111 Peter Street, Suite 406B
Toronto	Sep 17, 2020	10:00 am – 5:00 pm	English	IAB Canada Office	111 Peter Street, Suite 406B
Toronto	Nov 19, 2020	10:00 am – 5:00 pm	English	IAB Canada Office	111 Peter Street, Suite 406B

If you wish to take this course remotely, please contact us at courses@iabcanada.com

Note:

Course includes a break for the provided lunch.
Please note, course end times may vary.

Curriculum

1.0 Introduction

1.1: The State of Digital Marketing in Canada
1.2: The Digital Marketing Ecosystem: Meet the Players
1.3: Paid, Earned & Owned Media

2.0 Search Engine Marketing

2.1: The Roles of Search in Marketing
2.2: Search Engine Optimization (SEO) Overview
2.3: How Paid Search Works

3.0 Display Advertising

3.1: Desktop Display Ad Formats
3.2: Display Ad Creative Best Practices
3.3: Buying Display Advertising
3.4: Mobile Display Ad Formats
3.5: Mobile Display Ad Creative

4.0 Video Advertising

4.1: The Canadian Digital Video Landscape
4.2: Video Ad Formats
4.3: Buying Digital Video – Placements and Measurement
4.4: Video Creative Best Practices
4.5: The Future of Video: OTT and Connected

5.0 Native Advertising

5.1: Native Advertising Ad Formats
5.2: Why It’s Effective
5.3: Guidance on Disclosure

6.0 Content Marketing

6.1: How to Develop Great Content
6.2: Content Case Studies
6.3: Content Measurement

7.0 Social Media Marketing & Advertising

7.1: Why Brands Love Social
7.2: Measuring Owned Social
7.3: Paid Social
7.4: Influencer Marketing

8.0 Email Marketing & Advertising

8.1: Why Email is Important
8.2: Tips for Effective Email Marketing
8.3: Measuring Email
8.4: CASL

9.0 Mobile Marketing & Advertising

9.1: Mobile Marketing Overview
9.2: SMS Marketing
9.3: Mobile Apps

10.0 The Impact of Programmatic

10.1: Why the Shift to Programmatic
10.2: How does Programmatic Work?
10.3: Programmatic Exercise
10.4: Exchange Types

11.0 The Digital Campaign Process

11.1: The Workflow Overview
11.2: Campaign Types
11.3: Brand Safety/Suitability
11.4: Media Research and Measurement
11.5: Viewability
11.6: How ads are trafficked
11.7: Digital Ad Targeting
11.8: Tracking and Measurement
11.9: Campaign Attribution

12.0 Policy and Regulations

12.1: Why this is Important
12.2: Canadian Regulation
Global Regulation

Testimonials

This crash course on the fundamentals of Integrated Digital Marketing does an amazing job at teaching us the basics of the advertising world, with a strong Canadian perspective of the digital landscape. – Justin Teng, Sales Support Specialist, DAC Group
Being an new to Digital Marketing, I consider this course to be excellent and it helped me a lot to understand some basic stuff in my new job. – Irshad Ruhomutally, Senior Consultant Digital Performance, Intact Insurance
Great introduction for my entrance into the digital world. – Anonymous
Would highly recommend and take another course. It was a perfect general overview of digital marketing. – Anonymous

Course Policies

Cancellation

If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.

Transfers

Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course. Requests made less than 48 hours notice will not be accommodated.

Payment

Your email confirmation represents receipt of payment and confirmation for your seat(s) for the course, workshop or seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.

Copyright

All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).