Digital Essentials Certification

Think of this certification program as your latest best practices update to ensure you are fluent, aware and smart on all things digital for TODAY.

Certification Benefits:

  • Credentials needed to verify your knowledge on digital marketing. For those looking to validate their grasp of the space with employers, clients (consultant/agency) or those looking for a new career in Digital Marketing, this course is a great jump-start for those just graduating or currently interning.
  • Applicable Skills and the knowledge behind the best practices necessary on order to strategically plan and execute digital marketing campaigns.
  • Industry Recognition by having a “Certified” badge in your LinkedIn Profile, Email Signature, Facebook Profile and of course on your RESUME!
  • Latest Tactics and Overarching Understanding of all the important disciplines in Digital Marketing including Social Media, Analytics, SEO, PPC, Email, Conversion, Mobile and more.

A Small Sampling of What You’ll Learn: 

  • The essentials of having a mature online marketing strategy and the tactics most important to ROI
  • Digital essentials of measurement, and how to create custom reports & dashboards
  • Landing page essentials for conversions
  • SEO essentials: terms and tactics
  • Paid Search (PPC) and Google AdWords essentials and how to build a business case for the right budget
  • Email and content strategy essentials for the 21st Century: best practices for video, blogging and beyond


Class 1

Digital Marketing Fundamentals

Crafting the right strategy for your business takes a visionary approach to understanding the real business value of digital and how to create experiences that customers want. This lesson will start with the basics about how to define value, craft an overall digital approach, and offer a simple framework that brings all the evolving pieces together in a clear way.
Instructor: Rohit Bhargava
Class 2

Digital Strategy & Planning Framework

Today nearly all businesses are using digital marketing, but many do not have a strategy. This means they're missing out on opportunities to get more leads and sales from their online channels. Watch now to learn how to create a plan and roadmap to take your organization to the next level.
Instructor: Dave Chaffey
Class 3

Understanding Your Buyers and How They Purchase

The world of digital analytics is changing quickly. In this class, Google's own analytics evangelist discusses three important ideas you need to incorporate into your analytics organization to stay ahead of the digital measurement curve. Plus, we dive deep into the ways Google Analytics is evolving to tackle these challenges and opportunities.
Instructor: Justin Cutroni
Class 4

Demand Generation: Defining Your Target Market

Audiences aren’t just average, generic, or a series of demographic information. Your customers have a certain language they use to talk about their needs. They have unique fears, desires, concerns, and goals. Many businesses fail to look beyond a basic list of customer attributes to learn what really motivates their customers to buy. Watch now to learn how to look beyond basic demographic information for your potential customer group. In addition, you'll find out how to build your ‘perfect customer,’ and learn how to talk to more of them. You'll walk away with the secrets to getting inside your target market’s head, and the ability to understand what drives them from curiosity to conversion.
Instructor: Kim Albee
Class 5

How to Create Great Landing Pages

Like gasoline, landing pages are powerful but volatile. They can power the engine of your online or burn through leads with little to show. When done right, landing pages will reduce the cost of your advertising. They make everything we do online less expensive by reducing the cost of getting new customers and leads. The good news is that with the right combination of elements, you can enjoy online success and avoid singed eyebrows. In this class learn the easy formula for successful landing pages for selling to businesses or consumers. Brian Massey shows you how to combine some simple elements to create pages that get visitors to act. And it’s completely backwards. You’ll become a confident online chemist when you turn Of + Fm + Pr + Tr + I into Gold.
Instructor: Brian Massey
Class 6

Introduction to SEO

Now that you’ve gained an understanding of communications with your current prospects and customers, it’s time for new prospects and customers to find you. That’s where SEO comes in. SEO is how your customers find you. But marketers are often put off by all the technical language SEO experts use so they never really understand SEO’s benefits and capabilities. SEO is ever changing, and there's no way of telling how exactly the digital landscape will evolve next. The only thing that marketers and digital experts can do is prepare for the changes and develop strategies that apply to the current landscape. Where do you start in all these? Introduction to SEO will arm you with the technical expertise to understand what search engine optimization is all about. This in-depth SEO class will teach you the ins and outs of web optimization, provide an outline of the digital landscape, and explain the best strategies to employ in this field of online marketing. This SEO course will give you a look at the latest techniques and methodologies that digital experts recommend. The scope of the course includes: • Identifying the foundation of an effective SEO strategy • Determining the different approaches for on-page and off-page SEO • Understanding the terminologies used in web optimization • Optimizing content to make it user- and search engine-friendly • Building a strong link profile for your SEO strategy • Creating an SEO report and identifying the appropriate metrics • Integrating a solid SEO methodology with your digital marketing efforts The digital landscape didn't come to be without ground rules to guide search marketers towards the right direction. The search engine optimization training you will get from this channel covers the standards and rules on digital marketing. If you have questions about algorithms and the way a search engine indexes a website, this introductory course will provide you a brief background on these topics.
Instructor: Chris Boggs
Class 7

Email Marketing Strategy Foundations

Developing a new email strategy? Learn the key factors to consider in planning and a few advanced techniques to ensure success.
Instructor: Karen Talavera
Class 8

Introduction to Web Analytics

Foundations of Web Analytics- Begin your learning by focusing on the end. You’re going to be measuring and reporting on your digital marketing efforts. So before you learn about each of the tactics, it’s important to understand what to measure and how to measure it. Keep this lesson in mind as you complete all the remaining classes.
Instructor: Thom Craver
Class 9

Blueprint for Content Marketing Strategy

Content marketing without an actionable strategy is often a risk. It is essential to know the true value of content for your audience, and how to integrate different channels to create a results-oriented strategy. Learn the five content planning tactics through which digital marketers can find success.
Instructor: Carla Johnson
Class 10

Introduction to Social Media Marketing

Learn the framework for social media marketing success. This introductory class defines what is (and what isn’t) social media marketing and how to describe its real value. In addition, by looking at the five most common social media marketing mistakes, we offer a framework for what types of thinking to avoid on the path to using social media marketing effectively.
Instructor: Rohit Bhargava
Class 11

The Business Case for PPC

Even with excellent SEO, internet searchers could still miss you. That’s where Paid Search comes in to play. Paid Search, or Pay-per-click (PPC), is demonstrably the most effective spend of any marketing dollar. Consider this lesson part two of how your customers find you.
Instructor: Jamie Smith
Class 12

Web Usability Definitions

This module is an introduction to the fundamentals of usability, user-centered design, user experience, and human-computer interaction, drawing important distinctions between tactical usability and strategic user experience, and generally defining terms that students will encounter in professional settings.
Instructor: Paul Sherman
Course Exam

Digital Essentials Certification Exam

CEO & Founder,  Influential Marketing Group

Effective social media marketing strategies are provided by instructor Rohit Bhargava at the Online Marketing Institute (OMI). Rohit leads the Influential Marketing Group and is an independent marketing expert focused on helping to bring more humanity back to business. For the past decade before starting his own “concierge marketing” consultancy to work with brands on a more exclusive one to one basis, Rohit led branding, digital and social media strategy for dozens of the biggest brands in the world through leadership roles at Ogilvy and Leo Burnett marketing agencies in the US and Australia. He is the best selling author of two books (including the recent global marketing best seller LIKEONOMICS), an engaging keynote speaker, and Professor of Global Marketing at Georgetown University.

Digital Marketing Author, Consultant and Trainer, , Smart Insights

Dr Dave Chaffey is author of 5 bestselling books on Ecommerce including Digital Marketing: Strategy, Implementation and Practice and has been recognized as one of 50 marketing ‘gurus’ worldwide who have shaped the future of marketing. He is CEO and co-founder of digital marketing management advice site Smart Insights ( He has 15 years of digital consulting experience and delivering hundreds of Internet marketing workshops. Recent in-company training and consulting assignments include B2C and B2B organizations including 3M, BP, CIPD, Fellowes, HSBC, Mercedes-Benz and Tektronix.

Analytics Advocate, Google

Justin is a consultant, author, and the Analytics Advocate for Google. Some of Justin’s former clients include Toyota, Sony Music, Universal Music, the National Hockey League, Wells Fargo, and HomeAway. As a consultant, Justin commonly works with executives to help them understand how they can leverage digital analytics and online data to improve their business. He also interacts with marketing and IT teams to define what business metrics they should track and how to collect the data. Justin is also an active participant in the digital analytics community. He publishes the blog Analytics Talk and has authored or co-authored three books: “Google Analytics” (O'Reilly, 2007), “Performance Marketing with Google Analytics” (Wiley 2010), and “Google Analytics, 2nd Ed.” (O'Reilly, 2010). In 2011 Justin was nominated as ‘Innovator of the Year’ by the Web Analytics Association. In 2012, he was nominated for ‘Most Influential Industry Contributor’ by the Digital Analytics Association.

Founder and President, Genoo LLC

As President of Genoo, Kim brings integrated marketing tools to small and midsized businesses interested in growing their businesses and using the internet to achieve better results.

In addition, Kim has gained expertise and recognition in helping SMB organizations achieve increased results through utilizing marketing technology to help them generate leads, nurture them effectively, and turn more of them into customers.

Conversion Scientist, Conversion Sciences

Brian Massey is the Conversion Scientist at Conversion Sciences and he has the lab coat to prove it. His rare combination of interests, experience and neuroses was developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, national speaker and writer.

“Conversion” is the process of converting Web traffic to leads and sales, and Conversion Sciences brings this ability to businesses of all sizes.

Brian began by developing open source analytics systems for companies seeking to build their online channels.

Brian speaks to corporations and universities, and at national conferences including PubCon, OMMA, Innotech, Destination Design Management, and PIA's Converge Conference.

He has developed workshops for professional organizations such as the Direct Marketing Association and Webmaster World. He is a frequent guest on Webinars focusing on online marketing and conversion.

Brian is the author of the book Your Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist.  He authors The Conversion Scientist, and is a columnist for, Search Engine Land and the Content Marketing Institute. He lives and works in Austin, Texas where life and the Internet are hopelessly entwined.


Chairman ,

Chris Boggs is a specialist with 13 years experience in managing paid, earned, and owned digital media campaigns. His current (12/12) role involves working across Internet specialties and industries to implement cohesive strategies and synergies between online marketing campaigns and design, user experience, and conversion optimization best practices.

Chris has worked in Search Engine Marketing since 2000, within all major industries including extensively in Retail eCommerce, Healthcare/Pharmaceutical, Financial Services, and B2B. Chris has served on the Board of Directors of, the Search Marketing Professional's Organization since 2006, was President 2010-2012 and is the Chairman of the current board.  Chris presents regularly at major search marketing conferences and sits on the Advisory Board for Search Engine Strategies, and he is a part time Blogger for Search Engine Watch


Karen Talavera, the founder and force behind Synchronicity Marketing, is an internationally-recognized email and digital marketing expert. With over two decades of experience she has been praised as “a pioneer in bringing the power of email marketing to the forefront” and “diligent in staying on top of her field, mastering email marketing not just as a specific practice but also in conjunction with social media and other digital channels”.

Karen’s unique blend of digital expertise and finely honed direct response marketing mindset has delivered enhanced marketing performance and improved strategy for clients ranging from ServiceMaster, Bank of the West, AAA, and the Chicago Convention and Tourism Bureau to agencies, associations and solo-preneurs.

Karen is also a well known and respected trainer and professional educator. In 2000 she launched and continues to teach the comprehensive multi-day Email Marketing Certification for the Direct Marketing Association (DMA). She is also an instructor for the Association of National Advertisers, the Online Marketing Institute, and MarketingProfs. Throughout her tenure teaching for these and other groups Karen has trained thousands of marketing professionals, independent entrepreneurs and business owners on how to apply email and related digital marketing channels legally and strategically to grow a steady stream of engaged prospects, loyal customers, and sales.

Karen is an alumnus of the University of Michigan, speaks fluent Spanish and enjoys international travel. In her spare time you’ll find her relishing South Florida life and pursuing one of her many passions including yoga, meditation, writing and Zumba!

Senior Technical SEO Manager, TopRank

Thom Craver is the Senior Technical SEO Manager at TopRank Online Marketing. He has been coding HTML since 1993 and has been involved in search marketing since 1999.

Prior to joining TopRank, Thom was a Web Specialist at Rochester Institute of Technology where he was in charge of all Web and social presences for the Saunders College of Business and led analytics strategy efforts for the University's mobile initiative. He still serves as an adjunct professor for Saunders College and tutor for National Technical Institute for the Deaf. Craver also led one of the first web marketing firms in Rochester, NY for eight years until successfully merging with an interactive agency in 2004.

He is a regular contributor to Search Engine Watch, ComputerLink Magazine, and has authored training manuals published by SVI Training Products and Technical Learning Resources. His book on web analytics is expected to be released by year's end.

Carla helps companies tell better stories in order to build stronger brand and customer engagement. Her clients include Motorola Solutions, Sybase, VMware, Encana Oil & Gas, the U.S. Army Corps of Engineers and numerous other multi-national corporate, government and nonprofit organizations. Carla’s a consultant to the Content Marketing Institute, a frequent speaker, contributing author to the book, “Advice From the Top: The Expert Guide to B2B Marketing,” and writes articles on the power of storytelling, content marketing and B2B marketing for Chief Content Officer magazine, CMSwire and other high-tech, industry and business audiences. Follow Carla on Twitter @CarlaJohnson.

Chairman & Chief Executive Officer, Engine Ready

Jamie Smith, CEO of Engine Ready Software got an early entrepreneurial start during the beginning of the Internet boom building and selling websites. Mr. Smith has over 10 years of Internet Marketing experience, continually staying on top of the newest opportunities in the ever-changing Internet business landscape.

In 1998, Mr. Smith founded World Methods, an Internet marketing agency headquartered on the Island of Martha's Vineyard.

World Methods and Engine Ready merged in September of 2001 putting together a robust online services organization with a talented group of Internet software visionaries. Under Smith's tenure, Engine Ready has transformed from a local Internet marketing services company into a leading strategic software development firm.

Mr. Smith studied Business Administration at the University of Vermont and has a Bachelor of Science in Management and Occupational Safety from Keene State College.

Founder & Principal Consultant, ShermanUX

Paul Sherman is founder and principal consultant at ShermanUX. He has worked in the field of usability and user-centered design for the past 12 years. He was most recently Senior Director of User-Centered Design at Sage Software in Atlanta, Georgia, where he led efforts to redesign the UI and improve the overall customer experience of the Peachtree Accounting desktop application and ePeachtree web-based app.

While at Sage he also designed and implemented a customer-centric contextual innovation program that sought to identify new product and service opportunities by observing small businesses "in the wild". He also led efforts to modernize and make consistent Sage North America's product user interfaces.

In the 1990's he was a Member of Technical Staff at Lucent Technologies in New Jersey, where he led efforts to develop cross-product user interface standards for several telecommunications management applications. As a consultant he has conducted usability testing and interface design for banking, accounting and tax preparation applications, Web-based financial planning and portfolio management applications, and ecommerce Web sites.

Paul received his Ph.D. in 1997 from the University of Texas at Austin. His research focused on how pilots' use of computers and automated systems on the flight deck affects their individual and team performance. Paul is Past President of the Usability Professionals' Association, was the founding President of the UPA Dallas/Fort Worth chapter, and serves on the UPA's Board of Directors and Executive Committee. He is also contributor and editor of the Gower book Usability Success Stories: How Organizations Improve by Making Easier-to-Use Software and Web Sites, published in October 2006. He writes a regular column for the online user experience magazine UXmatters and has presented at conferences around North America as well as Asia, Europe, and South America. Email Paul at


How much does this certification cost?
The cost of this certification is $859.

How long does the certification take?
Each certification is broken up into a series of 5-11 classes. Each included class may run between 20-70 minutes in length.

How long do I have to take the certification? 
You are given 6 months to complete your certification following enrollment, so plan to dedicate your time in completing the coursework accordingly. All classes are available on demand and you can take them at your own pace. More time to access the material may be provided on a case-by-case basis. 

What is a passing exam score? How long does the exam take, and how many times can I take it?
After finishing all classes in the certification, you will be ready to take the final exam. To begin click the “Start Exam Now” button underneath the last class in the certification.  The untimed final exam consists of 30-50 multiple-choice and true/false questions. Allow 45 to 60 minutes to complete the exam. Ideally the exam should be taken in one sitting, however, your answers are saved if you need to come back and finish at a later time.

You must pass with a score of 70% or higher to receive a certification of completion. You will have up to 3 chances to pass this exam. You will receive a digital certification via email upon successfully passing the exam. 

Will I be tested on the classes that are electives?
No. Electives are available to supplement the main certification coursework, so you will not be tested on any of the material covered in those classes as they are optional to watch.

Do I receive a physical or virtual certificate or both? 
Upon completion, OMI will send you a digital certificate via email.

What is the teaching style of certifications? Live or prerecorded?  
Certifications feature prerecorded presentations. Essentially, they consist of 20-70 minute video recordings of a narrated slide presentation.

Can I get a copy of presentation slides or other reference material to print/download? 
At this time, course content and other reference materials are not offered in a non-video format. 

How current is the content for the certification programs? 
OMI's Certifications are constantly being updated to match the industry's latest trends and tactics in digital marketing. Content is either updated or replaced entirely in accordance to the most relevant and current information.

Are OMI certification programs accredited? 
The Online Marketing Institute has been involved in online education for digital marketing longer than nearly all other organizations in the space. To address the topic of accreditation, since there is no accrediting body, OMI has gained accreditation from the States of California and Colorado and has been endorsed (and used by) major non-profit associations within the industry including: The Internet Advertising Bureau (IAB), Direct Marketing Association (DMA), Email Experience Council (EEC), Local Business Marketing Association(s), Word of Mouth Marketing Association (WOMMA) and more. OMI’s certification programs were then built through Wharton and it's Interactive Media Initiative to build an academically verified method to teach, train and test. 


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