What is e-marketing?
Understand the context
Define your objectives
What are the problems encountered?
Understand the roles of each: webmaster, traffic manager, ads manager, community manager, etc.

Define the site’s objectives
Identify the Internet users to target
Know the tools to manage a website: CMS
Carry out a technical and ergonomic benchmark
Define a tree structure of its contents

Workshop: Study a site and validate its objectives, Internet users and tree structure

Adapt your content
Take care of navigation
Work on ergonomics and accessibility
Set up reinsurance tools
Use customer reviews
Personalize content

Define your visibility strategy
Optimize your site for search engines – Discover SEO
Create sponsored links – Discover SEA
Make links to your site: directories, forums, press releases, etc.
Go through affiliation, marketplaces and comparators
Set up advertising banners

Know the different types of campaign
Monitor the performance of a Google Ads campaign
Identify the keywords on which to bid
Create a search campaign
Write an ad and associate it with keywords

Workshop: Create and configure a Search campaign

Know your visitors: cookies, forms, etc.
Deploy means of contact: chatbot, telephone, etc.
Recognize the loyalty of a customer through a sponsorship system
Create news blogs
Distribute its content by other means: social networks and newsletter

Why set up a webanalytics tool?
Know the different analysis tools
Identify your performance indicators (KPI)
Define the reports to create

Workshop: Identify the main reports on Google Analytics

Go through a tag manager: Google Tag Manager
Configure a web analytics tool
Set up Google Search Console
The other elements to deploy: conversion, remarketing, etc.
Respect the GDPR on its website

Define your web strategy
Define the project management method
Define the profiles to be involved in this project
Know how to analyze current performance in order to improve it

Define your priorities
What are the future developments?
Questions answers

Passing of the certification (if foreseen in the financing).