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Welcome to Week 1

Week 1: study the core principles and purpose of digital marketing.
♪ [music] ♪
You’re all very welcome to the course. In this week, we’re going to study the fundamentals of digital marketing. We’ll kick off by looking at the basic concepts, like channel planning, connecting with the customer, and developing target personas, which can ensure that your brand, or your organization connects with your audience in a meaningful way. After that, we’ll build on these primary themes by considering the role of content marketing and how it can help drive your business forward. We’ll finish with a subject that many of you are going to be familiar with. That is social media, but not social as you might know it. Social through the eyes of a savvy digital marketer.
We’ll discuss how you can create engaging social experiences for your business and how you can manage and market your ideal audience using paid social advertising. When you’ve finished this week’s course material, you should take a few moments to reflect on the topics that we’ve covered, and consider questions like, who am I trying to engage, and what is the most effective way of reaching them? Equipped with this information, you’ll be able to choose the right channels and targeting options for your business. You’ll also be able to present your message to your target audiences in such a way that drives real impact, and this will be the focus of next week’s material. ♪ [music] ♪

Welcome to the course! In the first week, we’re going to study the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, to prepare the foundations for an effective social media marketing campaign, to connect effectively with your customers and target audience, and to choose the right channels and targeting options for your business.

The lead educator for this course is Cathal Melinn. Cathal is a well-known Digital Marketing Director, commercial analyst & eCommerce specialist with over 16 years’ experience.

Cathal is a respected international conference speaker, course lecturer and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC & SEO), analytics, strategy and planning, social media, reporting and optimisition. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru – at enterprise level. He has extensive local & international experience working with top B2B & B2C brands across multiple industries.

Over his career, Cathal has worked Client-Side, in Digital Marketing Agencies and Media Owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus and Expedia.


Please introduce yourself in the comment section below and share what are your expectations for this course.


.PDF File: Glossary of Digital Marketing Terms

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Getting Started with Digital Marketing

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