Microlearning

An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.

How to plan, deliver and manage your content across digital channels. Building content marketing into your customer journeys, the distribution channels available, and the importance of brand alignment.

Learn the fundamentals of customer experience, from who is responsible, to what makes great CX, to how marketing can improve CX. We also explain the concepts of UX and omnichannel in the context of CX.

The different kinds of data for digital marketing, and how to turn them into insight and action. First, second and third-party data, the role of website and channel analytics, and importance of data privacy.

Learn the key components of ecommerce and the competencies needed for it to be successful. As well as online merchandising principles and the optimisation tactics you can put into practice.

Get to know email marketing, how it works, and what’s involved in CRM. How to align your email with the customer lifecycle and customer journeys, optimising email performance and the power of personalisation and targeting.

An introduction to SEO: why it’s important and how it works. Learn about the key principles of SEO and be introduced to on-page and off-page activity, along with keyword research and how to apply it.

Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. Learn about the auction model and how this affects costs, along with keywords, key phrases and targeting options.

From major trends to key planning considerations, this module provides a great introduction to the social media ecosystem. Plus, targeting options and how to future-scape for social media.