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.
What content marketing is, what it’s used for and how you can tailor it along the user journey.
How YouTube’s ‘Hero, Hub, Help’ model can help you understand your content ecosystem.
Maintaining consistency over tone of voice, personality, content themes and proposition.
Planning ahead to ensure you have the resources and content available to meet objectives efficiently.
The difference between evergreen and ephemeral content and the value both add to your strategy.
What a persona is, the information you need to create personas, and the data sources that will help.
What the customer journey is, the multiple touchpoints involved and opportunities to leverage.
The difference between multi and omnichannel and providing a seamless CX across all.
What a good user experience is and the website elements that can impact it.
A proven way to increase ROI and revenue, and increase customer loyalty and retention.
A test and learn approach makes it possible to refine the customer experience.
10 best practice tips for ensuring a good customer experience.
Data and Analytics
How the DIKW (Data, Information, Knowledge, Wisdom) pyramid can be used to extract value from data.
Key insights on the importance of embedding measurement into planning.
What analytics is, what data can be analysed and the key to drawing value from analytics.
Learn what attribution modelling is and the key considerations for marketers.
Why marketers need to consider the relative impact of each touchpoint in a conversion funnel.
Learn about the purpose and value of qualitative data for CRO and discover different tactics.
What ecommerce is and key considerations for providing an effective online selling platform.
Why digital teams need to understand and improve on-site conversion funnels.
How performance marketing works, what affiliate relationships are and the associated cost models.
Discover the basics of CRO and the challenges of doing CRO effectively.
Discover what good optimisation is, the types of data that can be used and how it can be used.
Why test design needs to be aligned with customer profiles and how to segment for testing.
Why optimising the checkout funnel is critical and techniques to reduce abandonment.
Learn the purpose and value of qualitative data for CRO and the different tactics.
Seven steps to checkout success, from minimising distractions to building trust.
Critical steps we can take to navigate the complexity of omnichannel.
Email and eCRM
Key uses of email marketing and the common challenges marketers face when planning campaigns.
The purpose and benefit of marketing automation, and the metrics to measure.
Learn what marketing automation means and the benefits of doing this.
The data sources marketers can use to drive marketing automation campaigns.
Good practice insights on the governance around the quality, storage and processing of data.
Common KPIs used in marketing automation and good practice for lead management.
The importance of creative copywriting in email marketing.
Fundamental rules for achieving successful email deliverability.
Top tips to maximise the powerful tool of testing in email marketing.
Developing a strategy for distributing automated emails based on behavioural triggers.
What GDPR is and the key rights that marketers and data controllers need to understand.
What lawful processing means and the six lawful bases for processing personal data.
Understand the five conditions for how consent is obtained.
Discover the requirements for providing a GDPR compliant privacy notice.
How marketers can use legitimate interest to capture and process user data.
What accountability means and the steps you need to take to be compliant.
A look at the ICO’s 12-step guide to preparing organisations for GDPR.
What search marketing is and how paid and organic search aid visibility.
Key good practice insights for external link building and management.
Discover which factors and on-site capabilities determine where you rank.
What PPC is, how it works, the different ad formats and the importance of optimisation.
How to approach keyword analysis and the impact of different types of keywords on CPC.
Learn how shoppers are using voice and what this means to marketers.
Learn some of the key ways to track and measure PPC performance.
Learn some of the key ways to track and measure SEO performance aligned with business goals.
How to effectively manage online communities and respond to problems professionally.
How brands can give themselves the best chance of having their content shared.
What influencers are, how brands can work with them, and the common pitfalls.
Learn the role content plays in social media and why you need to pick your metrics carefully.
Get practical insights on planning your social media channel strategy.
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