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Targeting in display
How sophisticated tracking techniques are giving marketers better ways to target consumers.
Welcome and introduction to digital marketing
Kick off your Econsultancy microlearning with a brief look at what digital marketing is, what the fundamentals of good marketing are and how the digital landscape provides new challenges and opportunities for marketing teams. Alternatively, dive straight into one of the topics below.
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Programmatic essentials
Understand what programmatic means and the key terminology for marketers.
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Display creative and video advertising
How the video advertising market provides new targeting and content opportunities.
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Native and paid social advertising
The key types, how they appear to users, and the rich data targeting capabilities.
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Programmatic optimisation
10 tips for success in optimising programmatic media.
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Content marketing fundamentals
What content marketing is, what it’s used for and how you can tailor it along the user journey.
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Content strategy and distribution
How YouTube’s ‘Hero, Hub, Help’ model can help you better understand your content ecosystem.
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Content proposition, tone and planning
Maintaining consistency over tone of voice, personality, content themes and proposition.
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Content calendars
Planning ahead to ensure you have the resources and content available to meet objectives efficiently.
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Ephemeral and evergreen content
The difference between evergreen and ephemeral content and the value both add to your marketing strategy.
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Generating and using personas
What a persona is, the information you need to create personas, and the data sources that will help.
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Customer journeys and channel selection
What the customer journey is, the multiple touchpoints involved and opportunities to leverage.
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Customer experience and multichannel
The difference between multi and omnichannel and providing a seamless CX across all.
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UX fundamentals
What a good user experience is and the website elements that can impact it.
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Personalisation
A proven way to increase return on investment and revenue, and increase customer loyalty and retention.
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Understanding testing methodologies
A test and learn approach makes it possible to refine the customer experience.
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Implementing CX best practice
10 best practice tips for ensuring a good customer experience.
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Data fundamentals
How the DIKW (Data, Information, Knowledge, Wisdom) pyramid can be used to extract value from data.
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Measurement fundamentals
Key insights on the importance of embedding measurement into planning.
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Analytics fundamentals
What analytics is, what data can be analysed and the key to drawing value from analytics.
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Attribution: Cross channel and cross device
Learn what attribution modelling is and the key considerations for marketers.
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Valuing marketing touchpoints
Why marketers need to consider the relative impact of each touchpoint in a conversion funnel.
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Using data to make strategic decisions
Learn about the purpose and value of qualitative data for CRO and discover different tactics.
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Ecommerce fundamentals
What ecommerce is and key considerations for providing an effective online selling platform.
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Ecommerce optimisation
Why digital teams need to understand and improve on-site conversion funnels.
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Performance and affiliate marketing
How performance marketing works, what affiliate relationships are and the associated cost models.
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What is conversion rate optimisation (CRO)?
Discover the basics of CRO and the challenges of doing CRO effectively.
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CRO: Analysing and optimising customer journeys
Discover what good optimisation is, the types of data that can be used and how it can be used.
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Segmenting customers to improve optimisation
Why test design needs to be aligned with customer profiles and how to segment for testing.
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CRO: Dealing with cart abandonment
Why optimising the checkout funnel is critical and techniques to reduce abandonment.
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Utilising customer feedback in CRO
Learn the purpose and value of qualitative data for CRO and the different tactics.
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Ecommerce checkout success
Seven steps to checkout success, from minimising distractions to building trust.
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Omnichannel path to purchase
Critical steps we can take to navigate the complexity of omnichannel.
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Planning email marketing
Key uses of email marketing and the common challenges marketers face when planning campaigns.
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Email marketing execution
The purpose and benefit of marketing automation, and the metrics to measure.
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What is marketing automation?
Learn what marketing automation means and the benefits of doing this.
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Data sources for marketing automation
The data sources marketers can use to drive marketing automation campaigns.
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Governance in marketing automation
Good practice insights on the governance around the quality, storage and processing of data.
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Setting KPIs for marketing automation
Common KPIs used in marketing automation and good practice for lead management.
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Copywriting for email marketing
The importance of creative copywriting in email marketing.
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Email deliverability
Fundamental rules for achieving successful email deliverability.
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Email testing
Top tips to maximise the powerful tool of testing in email marketing.
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Triggers and behavioural targeting in email marketing
Developing a strategy for distributing automated emails based on behavioural triggers.
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GDPR: An overview
What GDPR is and the key rights that marketers and data controllers need to understand.
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GDPR: What is lawful processing of personal data?
What lawful processing means and the six lawful bases for processing personal data.
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GDPR: The five aspects of consent
Understand the five conditions for how consent is obtained.
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GDPR: Writing compliant privacy notices
Discover the requirements for providing a GDPR compliant privacy notice.
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GDPR: What are ‘legitimate interests’?
How marketers can use legitimate interest to capture and process user data.
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GDPR: Compliance and accountability
What accountability means and the steps you need to take to be compliant.
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GDPR: A step by step guide to preparing
A look at the ICO’s 12-step guide to preparing organisations for GDPR.
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Mobile marketing fundamentals
Understand the key media and marketing trends for mobile marketing.
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Mobile sites and apps
Learn about the importance of a mobile site and presence in app stores.
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Principles for mobile site design
Learn about the principles of good mobile design in the context of Google’s own guidelines.
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Mobile: Page load speed
Discover some of the key ways to improve your page speed.
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Search marketing fundamentals
What search marketing is and how paid and organic search aid visibility.
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SEO: off-site optimisation
Key good practice insights for external link building and management.
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SEO: on-site optimisation
Discover which factors and on-site capabilities determine where you rank.
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PPC
What PPC is, how it works, the different ad formats and the importance of optimisation.
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Keyword strategy
How to approach keyword analysis and the impact of different types of keywords on CPC.
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Getting to grips with voice search
Learn how shoppers are using voice and what this means to marketers.
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Measurement and reporting for PPC
Learn some of the key ways to track and measure PPC performance.
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Measurement and reporting for SEO
Learn some of the key ways to track and measure SEO performance aligned with business goals.
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Community and conversation
How to effectively manage online communities and respond to problems professionally.
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Video, shareable and viral content
How brands can give themselves the best chance of having their content shared.
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Influencer marketing
What influencers are, how brands can work with them, and the common pitfalls.
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Aligning social media to your content strategy
Learn the role content plays in social media and why you need to pick your metrics carefully.
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Social media activity planning
Get practical insights on planning your social media channel strategy.
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Digital marketing strategy fundamentals
Learn what digital strategy means and the practical tips for developing your own.
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Brand building in digital
The whys and hows of creating a strong digital brand presence.
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Learning from digital disruptors
Discover what disruption means and how you can learn from disruptors in your industry.
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Digital Trends
Four key digital trends that require special attention.