Research in a Digital World

1 fast-paced module 1 Week 1 Quiz



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About this course

Keyword research is extremely important in the search marketing game. The keyword research process helps you to learn which terms and phrases to target with SEO and what your customers are looking for. The objective is ranking in search engines and getting the right visitors to your site.

No matter how good you are at SEO, it is equally important to build a solid reputation online. Bad service, scandals, and other issues can cause negative social media mentions. For this reason, it’s vital to continuously track your brand’s social media channels. For this, marketers use social listening tools to monitor a brand’s social media channels for any customer feedback or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on any opportunities.

From these insights, marketers can also develop buyer personas which are a useful tool to support customer journey mapping. A persona is a composite sketch of a key segment of your audience. For content marketing purposes, digital marketers need personas to help deliver content that will be most relevant and useful to their audience. To map customer journeys accurately, marketers first need to know who is taking the journey so that they can then design customer experiences across all brand touchpoints.

In order to improve online experiences and efficiencies, digital marketers need to undertake some components of testing. Testing helps identify what works and what doesn’t, and provides evidence to back it up, so it’s easier to make decisions. An organisation can test virtually anything in the customer experience, for example, headlines, calls to action, body copy and images.

Another way to find out more about the customer, their experiences and expectations is through online surveys. The valuable information collected via surveys can be used to improve processes, operations, product and marketing initiatives, along with the customer and employee experience. Surveys also show your audience that you value their opinions and aim to use their feedback to enhance your organisation and its offerings.




What you will learn:

  • Keyword research
  • Social listening, customer personas and journey mapping
  • Testing and auditing
  • Online surveys

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