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Omni-Channel Marketing

Which Channel is best for your brand? In this video interview, Derek Liddy of Aer Lingus stresses that you need to take an omni-channel approach. And that means deploying digital …

Digital Channels

Especially when working within the limits of a budget, marketers need to choose the most cost-effective channels to reach their set objectives. This step dives deeper into the importance of …

How Search Engines Work

This step segues from the preceding step with the aim to help you understand how to organize your website for optimal SEO performance. It covers the three key components of …

How to Conduct Keyword Research

Before proceeding with on-page optimization, you need to conduct keyword research. Effective keyword research is critical for success in search marketing and this step outlines the process and dives deeper …

Digital Channel Mix

Within the channel mix, each channel has specific audience functions. Some channels are used to increase awareness of your product, service, or sale, and so on. This step explains the …

Welcome to Week 2

Welcome to Week 2! This week we’re going to look at ways of using inbound channels in your digital marketing plan. We’ll also explore how outbound marketing can assist sales …

SEO

Organic search is one of the most widely used inbound marketing channels. The objective of this step is to explain why it is important to optimize the structure of your …

Components of Web Design

The four key components of website design are: architecture, design, content, and optimization. This step explains each of these components along with their associated tasks and activities. Discussion: Do you …

Web Analytics

Web analytics involves collecting, measuring, and analyzing website data. Marketers can then use this data to optimize the performance of their channels and websites by taking data-led decisions. This step …

Single Source of Truth

The concept of Single Source of Truth is essential for all analytics and measurement as it is necessary to have consensus on what data is used for decision making. This …

Website Optimization

Website optimization is the art of creating and continuously improving websites to improve the visitor experience. This step introduces key concepts underpinning effective website design and the purpose of website …

The Purpose of Optimization

Website optimization has a key role within your overarching digital marketing strategy. This step explains why website optimization is so important and how website optimization affects the buyer’s journey. Discussion: …

Display Ad Formats

The Google Display Network (GDN) allows you to advertise using a variety of ad formats. This step helps you to distinguish between the ad formats and sizes available on the …

Welcome to Week 3

Welcome to Week 3! This week, we’re focusing on your website, and how to measure the valuable actions people can take on it, like buying products, calling your business, or …