pawel sala (iab poland): diggital marketing qualification
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14.06.2016 Ljubljana
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Paul Salaco-founder & managing director at FreshMail
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About FreshMail intuitive and reliable system for
sending email marketing newsletters founded in 2008 more than 70,000 users over 50 employees based in Europe
(all data stored in EU)
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Paul Sala public speaker and email marketing expert, academic teacher head of the email marketing working group at IAB, author of the best-selling books: "A Fresh Approach to Email Marketing
and E-marketing
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Don't judge me, I was born to be awesome,not perfect.
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DIMAQ CERTIFICATE confirms knowledge, skills and competences in the field of online marketing.
the program is available to all industry participants
the methodology has been developed by specialistsin the field of the online industry affiliated by IABPoland
the certificates are in accordance with theprovisions set out by the National QualificationFramework (KRK) and the European QualificationFramework (EQF)
wide scope of verified knowledge
DIMAQ is an industry standard that defines the necessary level of knowledge and competences for specialists in the field of online arketing. It provides an opportunity to verify and compare qualifications. The methodology for the certification program has been developed by experts appointed through IAB Poland under supervision of the Trade ouncil regarding competence affairs IAB Poland.
DIMAQ CERTIFICATE confirms knowledge skills and competences in the field of online marketing on the following levels general (professional) and specialist (expert) in the areas of efficiency and communication. Every certificate has an appointed number and edition. It s authenticity can be verified on the I AQ web page. The document has time-limited validity.
THE GENERAL ASSESMENT is conducted during a session at the IAB Poland headquarters through a dedicated online platform. On this level every participant receives a test consisting of single and or multiple choice questions. The number of correct answers determines whether the test is passed. The candidate must answer correctly at least 75% of the questions in order to positively pass test and obtain an official certificate on the level of Digital Marketing Professional.
In case of failure the candidate may perform a re-test after 3 months.
In the next round one may approach certification at the expert level.
general level
advanced levelexpert
EFFICIENCY COMMUNICATION
PROFESSIONAL
EXPERT d degree
EXPERT d degree
EXPERT 1st degree
EXPERT 1st degree
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The candidate must answer correctly at least 75% of the questions in order to pass the test and obtain an official certificate on the level of Digital Marketing Professional.
In case of failure the candidate may retake the test after 3 months.
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The document has time-limited validity.
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The key goal of the DIMAQ IAB Poland programme is to create opportunities for online specialists to renew their knowledge and continuously improve their skills.
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Points can be obtained (among others) by participating in events, conferences and training. Their quality and professional level is verified and certified by IAB Poland through accreditation.
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Additional points are given for professional and educational activities such as:
publishing expert materials conducting research and reports active participation in IAB Poland working group meetings
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Internet advertising Internet users in Poland and worldwide (facts, figures, trends and tendencies)
Communication channels in the Internet
Cooperation with an agency- basic concepts
Marketing offline vs online
DIGITAL MARKETING - BASICS
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STRATEGY AND PLANNING Strategic concepts and models
Analysis - methods, tools and sources of information
Defining objectives
Defining target groups
Budgeting methods and billing a campaign
Measuring effictivness
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DISPLAY ADVERTISING
Display ad formats Mechanics of how it works
Effectiveness of display ads
Planing display campaigns
Design in display campaigns
Measuring efficiency and KPI
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SEARCH ENGINE MARKETING
Concepts and models related to SEO & PPC
Search engine results and positioning
Effectiveness of SEM
Mechanics of SEO
Inbound marketing/link building
Bidding in PPC advertising
Measuring effectiveness and KPI's
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VIDEO ADVERTISING
Video ad types and formats
Websites with video content Emission and purchase models
Effectivness of video advertising Content creators - vlogging, youtubers
VOD & branded content
Hybrid television
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SOCIAL MEDIA & CONTENT MARKETING
Basic concepts related to web 2.0
Social Media Platforms
Planing & publishing content
Advertisments in social networks
Effectivness of social media marketing
Methods, forms and tools for content creation
Effectivness of content marketing
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MOBILE MARKETING Effectiveness of mobile marketing Optimization of web page for mobile devices Mobile applications
Mobile advertising
Mobile website & Responsive Web Design
Proximity marketing
Internet of Things
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PROGRAMMATIC/ RTB Mechanisms and operations of RTB
Bidding
Evaluating campaings
Measuring the effectivness of RTB
and Programmatic purchase
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E-MAIL MARKETING
Campaigns planning
Online & Offline data capturing Spam & Spam Filters SegmentationEmail design
Tools for email marketing
Benchmarks and effectiveness of e-mail marketing
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E-COMMERCE E-commerce market in Poland Trends and tendencies ROPO & Showrooming M-commerce
E-commerce and other areas of Internet marketing
Legal aspects
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INTERNET ANALYTICS & UX
Creating an account and its structure in Google Analytics Attribution and tagging of site Objectives & conversions Google URL Builder Indicators and dimensions Basic terms and concepts of User Experience Nielsen Heuristics Methods and tools for analyzing UX
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LAW IN THE INTERNET The law on unfair competition and advertising on the web Press law & Internet marketing
Criminal law & Internet marketing
Advertisment of difficult ad groups Aspects regarding copyrights on the Internet
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Benefits for the employer: competitive advantage
a tool that can help verify the knowledge and competences of employees
facilitates the recruitment process and helps in the creation of development plans for employees
updates the system of certificate validity and stimulates the sustainable development of staff members
the certification will facilitate unification and communication between advertisers and service providers
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Benefits for the employee:
confirmation of retained qualifications in the area of digital marketing, regardless of the level and field of completed education. It is also valid for recent graduates entering the labor market.
the certificate confirms competences in online marketing and is acknowledged in Poland and ultimately throughout the European Union
an important asset when developing a career path is the motivation to seek continuous development of skills and knowledge (expiration of the certificate)
obtaining the DIMAQ certificate on the general level provides the candidate with the opportunity to take an advanced test
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Thank YOU!Paul Sala
co-founder & managing director at FreshMail
[email protected]/in/emailmarketingexpert
14.06.2016 Ljubljana