Get an understanding of where we are now and what is likely to happen in the world of digital. We discuss the big digital eras and their impact on marketing, as well as the key innovation categories you need to be prepared for, and the challenges and opportunities.
Welcome and introduction
Welcome to Econsultancy’s Fast Track to Digital Marketing Online course. Through 12 engaging video modules, recommended readings and quizzes to test your knowledge, you’ll learn the fundamentals of digital marketing.
Kick off with this short introduction from trainer Michelle Goodall, then dive straight into the course. Once you’ve completed all the modules, an end exam and certificate will be unlocked.
Gain the knowledge and insight you need to develop your digital marketing strategy. This module covers everything from objective and KPI setting, to budgeting for digital marketing, using data for planning, segmentation and targeting and customer journey mapping.
How to plan, deliver and manage your content across digital channels. We discuss how to build content marketing into your customer journeys, the distribution channels available to you, and the importance of brand alignment. You’ll also see some useful planning tools and models.
This module introduces you to SEO, why it’s important and how it works. You’ll learn about the key principles of SEO and be introduced to on-page and off-page activity, along with key research and how to apply it. Plus, how search continues to change and what this means for you.
Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. We also introduce you to the auction model and how this affects costs, along with keywords, key phrases and your targeting options. Plus, learn about what a Quality Score is and why it matters.
This module provides an overview of digital advertising, how it works and how to align it to your customer journey. We explain the different buying and targeting options, the technology and key enablers in digital advertising and introduce you to native advertising.
From major trends to key planning considerations, this module provides a great introduction to the social media ecosystem. You’ll get insight and advice on everything from organic social media to social media advertising, plus targeting options and how to future-escape for social media.
What is affiliate marketing? What is influencer marketing? In this module you’ll gain an understanding of how they work and how to align this with your customer journey. Plus, we explain the main challenges of the two and provide insight into how to overcome them.
Get to know email marketing, how it works, and what’s involved in customer relationship management (CRM). You’ll learn how to align your email with the customer lifestyle and customer journeys, how to optimise email performance and the power of personalisation and targeting.
What is ecommerce? This module explains the key components of ecommerce and the competencies needed for it to be successful. We explain the key online merchandising principles and provide you with optimisation tactics you can put into practice.
In this module you’ll learn the fundamentals of customer experience (CX), including everything from who is responsible, to what makes great CX, to how marketing can improve CX. We also explain the concepts of user experience and omnichannel in the context of CX.
Learn about the different kinds of data for digital marketing, and how to turn data into insight and action. We explain first, second and third-party data, and discuss the role of website and channel analytics. Finally we cover data privacy and why it’s so important.