About this short course
Making the decision to launch an online campaign requires an understanding of the characteristics of digital media beforehand. The same campaign cannot always be rolled-out in the same way as each channel is unique. The online marketing space is changing rapidly. Such as the move to native advertising where content is created to appear ‘native’ so that is has less branding and more of an authentic feel. Other changes include sponsored content and the automation of banner advertising using programmatic ad technology.
As a digital marketer you need to plan campaigns and communications effectively and should consider how you can use each channel in the long-term and not just in the short-term as a once-off burst or activity. Many sites make use of continuous e-communication activities to generate site visitors for customer acquisition and retention. For example, you could use search engine marketing to acquire customers and then send them personalised marketing communications to retain them.
You can also make use of a variety of digital media channels at the same time. Not forgetting of course about traditional marketing, which plays an important role in making customers more aware of the brand, and possibly driving customers to go to the website. The challenge is selecting the correct digital media channels at the correct cost and integrating your message in such a way that you don’t confuse the customer.
It is equally important to manage online reputation and use feedback from customers to understand how they feel about your brand or company. Customers expect brands to communicate with them faster online than what was expected previously. At all times, marketers should be trying to maximise favourable mentions of the company or brand.
The interconnectedness of the customer and their access to information can prove to be valuable to marketers in building word-of-mouth. There are several ways to manage online PR effectively. One example is making use of influencers to increase reach and influence customer perceptions.
Equally important for developing a competitive edge online is the forming of online partnerships in the form of: link building, affiliate marketing and online sponsorship.
You will learn about
- Understanding digital media
- Marketing communications using different channels: part 1 (Search Engine Marketing)
- Marketing communications using different channels: part 2 (PR, Partnerships, email and SMS)
- Marketing communications using different channels: part 3 (Sponsorship, Programmatic and Display) process