Website
A website is now a necessity for many businesses, big or small. If you have a business and you don’t have a website, you are probably missing out on opportunities. …
Course: Introduction to Marketing: Omnichannel Marketing and Analysis
The marketing landscape
The business and marketing landscape has drastically changed in the last decade. Companies are now re-evaluating channels they’ve relied on for years. It is crucial that you establish a solid …
Customer journey – picking your media
It is vital to understand the typical customer journey to understand how consumers become aware, consider, choose, buy, use, re-purchase and recommend. At each point of the journey, different media …
How consumers consume and react to media
Typical buyers do not think in terms of channels. It’s all just marketing and communication. Let’s imagine a day in the life of one of your customers. 7 am – …
What is the multiplier effect?
The multiplier effect refers to the phenomenon where investments snowball producing a larger revenue. In marketing, it is used to describe the positive impact of combining several marketing services that …
Articles
The following links to articles are additional content that will enhance your learning experience. Marketing Automation Boosts Cross-media Campaigns Pandemic Mail Engagement Triggers Jump in Digital Connecting with people at …
Celebrate your success
Well done, you have completed your third week! You learned about: Why and how to analyse your marketing campaigns. Where analysis and insights should sit in your campaign planning process. …
Week Outcomes
This week you will learn: Why and how to analyse your marketing campaigns. Where analysis and insights should sit in your campaign planning process. How to develop and use your …
Finding your insights
Have a look more closely at these campaigns and compare them to previous similar campaigns that have had a better performance. The types of areas you would want to look …
Assess whether you achieved your objectives
Objectives KPI target KPI actual % difference Email 1 teaser 6,5% CTR &% CTR +8% Email 2 launch £2,400 £2,000 -17% Social teaser 6,000 views 10,000 views 66,7% A table …
Gather the results in an easy to read format
Channel Communication Measure Result Email Teaser Click-throughs 7% Email Launch email Sales £2,000 Social Teaser Views £10,000 SEO N/A Ranking 1st A table demonstrating how to record and evaluate the …
How to measurable your marketing activity
There are a number of approaches to make sure that an action or sale was made as a result of your campaign. Let’s look at some of the most common …
How Can Insights Inform Campaign Plans?
There are four common areas of customer engagement you can use to inform a campaign plan. Web analytics Email analytics CRM analytics Social analytics Web Analytics Google Analytics can help …
KPIs to Inform Your Marketing Campaign
Key Performance Indicators (KPI’s) are a critical stage when implementing a measurable and effective marketing campaign. You should use any analysis you have done to develop the metrics and objectives …
Review previous results
In order to understand what we can expect from our marketing activity, we need to assess what has happened previously. Has your organisation done any similar activity in the past, …
These articles are from the online course:
Introduction to Marketing: Omnichannel Marketing and Analysis