In 2003 there was no Facebook. In 2005 no Twitter. In 2006 there were no iPhones. Marketing has had to change rapidly in order to keep up with technology and the new ways we communicate. Gone are the days of direct mail and billboard advertising - now is the time of email, social media and Apps.
Recent predictions suggest that global ad spend in 2015 will reach $540 Billion and that spend on digital media will make up just over 25% of that. In the retail sector - 55% of shoppers now research a product online while they are standing in a physical store. WhatsApp was sold to Facebook for $19 Billion because of the number of Users it had and SnapChat has become a marketing tool for savvy marketers. These things are all contributing to the way Marketers need to think about the world around them and how they engage with existing and potential customers.
Learn about the key digital marketing channels and tools in this comprehensive course.
Who is this course for?
This course is the perfect toolkit for anyone wanting to start a career in digital marketing and for those already a few years in. It covers Email Marketing, Content, SEO, PPC, and Re-Targeting with a sprinkling of knowledge and wisdom based on my 12+ years experience as a digital marketer.
What are the requirements?
Absolutely none! A hunger to learn new things and an interest in how you can use digital marketing to promote products and services will definitely help though.
What am I going to get from this course?
The course is broken down in to Chapters focused on the key areas: Email Marketing, Content etc with multiple videos for each chapter. The videos are a mix of lecture slides (for discussions) and hands on examples of tools and tricks. At the end of the course you will have:
At the end of this course you'll be fully equipped to dive in to digital marketing.
This lecture provides an initial look at the differences between the types of B2C and B2B emails as well as basic design considerations.
What do you need to be aware of when it comes to B2B SPAM Filters and what can you do to avoid them? This video has the answers.
Increase reader engagement by following the 3 Second Rule!
This lecture looks at 4 key focus areas for your B2B email design to help you improve Clicks and engagement.
A short look at considerations for Open Rate vs. Click Rate, Bounce notifications and Unsubscribes.
How to ensure successful split tests and how you can use variants and dynamic email content to improve results
This lecture looks specifically at the world of B2B digital marketing and provides an understanding of lead generation, lead scoring, lead nurturing and how to interact with a Sales Team.
Walking through a basic email marketing automation flow with lead score triggers.
A look at some of the more advanced uses of Email Marketing Automation including the promotion of multiple products with nurturing emails.
Taking a look at how to craft buyer personas and how they are used as part of Content Marketing.
An overview of SEO, what it is and what signals Google looks for when ranking websites.
An overview of what PPC is and how you can use it as a digital marketer.
This lecture provides a basic overview of what Responsive Design is and how it works.
A quick guide through the power of Google Analytics and why it needs to be the first thing in your digital marketing toolkit.
Webmaster Tools is another great free tool from Google that sites well alongside Google Analytics and helps you understand what is actually happening on your website. This video provides a walkthrough of what it includes.
On 21st April 2015 the Google Algorithm updates to place more focus on mobile - this video walks through the things to check in Google Analytics and Google Webmaster Tools to ensure your mobile website makes the grade.
Ever felt like an advert is following you around the internet? This is re-targeting and this video gives you a brief overview of how it works.
You can re-target people who visit your website by showing them adverts on Twitter.
Facebook provides slightly different options for re-targeting, this video investigates what they are.
A short multiple choice quiz covering all the topics in this course.
Chartered Marketer with 12+ years' experience in Digital Marketing. Holder of an MSc in International Marketing and worked across Bluechip and SMEs in both B2B and B2C.
I started in digital marketing at the age of 15 writing blogs and online content for news portals. This then expanded in to user engagement and community building before running my own digital marketing consultancy business. I've spent time working at Electronics Arts (online communities, social media and email) and Disney (built 13 territory websites) in the B2C space before moving across to B2B and working for marketing technology platforms (I spent a year as the Marketing Manager for an Email Marketing Platform and a year as a strategist / solutions consultant for a digital marketing / digital publication platform). More recently I've been involved in a telecoms mobile tech start-up where I had responsibility for the website build, email automation, social media and development of a mobile App.