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

Don't judge me, I was born to be awesome,not perfect.

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

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.

The document has time-limited validity.

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.

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.

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

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

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

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

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

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

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

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

PROGRAMMATIC/ RTB Mechanisms and operations of RTB

Bidding

Evaluating campaings

Measuring the effectivness of RTB

and Programmatic purchase

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

E-COMMERCE E-commerce market in Poland Trends and tendencies ROPO & Showrooming M-commerce

E-commerce and other areas of Internet marketing

Legal aspects

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

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

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

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

Thank YOU!Paul Sala

co-founder & managing director at FreshMail

p.sala@freshmail.comwww.linkedin.com/in/emailmarketingexpert

14.06.2016 Ljubljana