Applying Digital Marketing Tactics

About this course

Digital technology has changed the landscape of marketing completely. In this course we look at how non-profit marketing, crowdfunding, supply chain management, retailing and selling have been impacted. A major focus of this course is that of online promotion where we introduce you to Google Ads, Programmatic Ads, Retargeting and Dynamic Ads.

Today’s digital marketer requires an all-round skills set ranging from technical know-how to content creation, copy editing and blogging. We introduce you to all of these topics in this course and equip you with the tools you need to be effective in your role as a digital marketer.

For example, non-profit marketers can no longer rely on traditional fundraising efforts. They need to be engaging audiences in the places that supporters are interacting, which is mostly online. The internet has also made it easier for non-profit organisations to generate donations- and rewards-based funding, and peer-to-peer lending using online crowdfunding tools and platforms.

Also impacted is the function of Supply Chain Management where multiple organisations now work together to perform tasks as a single, unified system, with the customer as the focus point. Because consumers demand convenience, non-store retailing such as automatic vending, direct retailing, direct marketing, and electronic retailing is currently growing faster than in-store retailing.

One could argue though that the promotion element of marketing has been impacted the most. For one, the traditional process of personal selling has shifted and is by far the most customer-oriented promotional activity there is, requiring exceptionally skilled people. Social media has provided channels for personal selling to be automated and measurable.

On the topic of automation, we also look at Google Ads which is a paid advertising platform that falls under the pay-per-click marketing channel and is an effective way to drive customers to your website. There are three campaign types on Google Ads that you are introduced to in this course: search ads, display ads and video ads. Google Ads gives you the option to use Dynamic Search Ads to target relevant searches with ads generated directly from your website.

Another hot topic, which this course introduces you to is that of programmatic advertising which uses Artificial Intelligence and machine learning to automatically buy and optimise digital campaigns, rather than buying directly from publishers. Programmatic advertising exists in a wide range of digital channels, including display, mobile, video and social.

When it comes to writing adverts or marketing content for all these new digital channels, it can be daunting. That’s why as part of this course, we will take you through some of the basics of copywriting for email, landing pages, social media and blogging.

For email, you will learn the principles of writing three essential emails that every business should have – the welcome email, the abandon check-out email and the thank-you email.

For landing pages, you will learn ways you can make your landing page trustworthy for users so that your reader is comfortable in taking a specific action.

For social media we share several considerations such as character and word limits and ad formats for Twitter, Facebook, Instagram and LinkedIn.

You are also exposed to practical tips on blogging, which is good for SEO since it helps with a number of things that are important for ranking in search engines.

None of the above can be implemented effectively without a good content strategy. In this course you will learn how to create a content management strategy and how to implement it using a content calendar and various other promotion and distribution tactics. Included are some basic design tips and popular online tools (such as Canva), that you can use to create social media posts and other marketing collateral.

Creating social content extends beyond posting on your feed. There are multiple ad formats available across each channel. You will have a good understanding of each of the social media channels should you wish to brief an agency or oversee the design of content for any of these formats.

This course is very practical in nature, so roll up your sleeves and get started on learning some real skills that are used every day in the digital marketing industry.