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Digital Marketing: The Ultimate Guide to Strategic Marketing

Master Digital Marketing: Instagram, Optimization, Social Media, Analytics, SEO, PPC, Email, WebCopy, UX, Content Mkt
Instructor:
Oxford Learning Lab
5,932 students enrolled
English [Auto-generated]
Upgrade Your Digital Marketing Skills for new Job or Career
Optimize your Marketing for Conversion
Plan, Deploy, Manage, Audit your Digital Marketing Activity
Earn good money as consultant or freelancer
Discover the latest Neuromarketing techniques
Avoid costly mistakes

Join over 5600 marketers and excel as Digital Marketing expert with 14 Courses in One.

+++ 30,5 Hours – 223 AWESOME VIDEO LECTURES, SLIDES, ARTICLES and CASE STUDIES +++

IMPORTANT: this course is very substantial, and updated on a regular basis. However, do not be scared! You can decide to learn specific topics OR go for the entire course. If you feel you know already some parts you can skip them and focus on other ones. Remember we are always here to help you!

Our Digital Marketing material has been developed with the support of top professionals from The Oxford College of Marketing. All our speakers have at least 15 years experience in working and consulting for the top UK and US companies.

TEN GOALS YOU CAN ACHIEVE FROM “DIGITAL MARKETING MANAGEMENT.”

  • Apply the latest Psychology and Neuromarketing techniques to Outperform your competitors

  • Increase the Conversion Rate of any of your marketing activity

  • Define a Social Media Strategy to drive traffic and leads

  • Avoid common mistakes that can cost you a fortune

  • Perform market research to validate your idea 

  • Write Copy That Sells

  • Fine tune your email marketing strategy

  • Optimize your search engines ranking with SEO

  • Create ads with Google Adwords that make you profits

  • Measure results and track success with Google Analytics

14 TOPICS INCLUDED AND UPDATED IN THIS COURSE:

Conversion Rate Optimization (CRO)

Social Media Strategy for Business Growth

Web CopyWriting 

Web Analytics 

Social Media Channels 

Email Marketing 

SEO – Search Engine Optimization 

PPC 

Web Usability (UX

Content Marketing 

Campaign Planning 

Digital Marketing Research

Affiliate Marketing

Neuromarketing 

Instagram Business Strategy Guide

1
A systemic approach to Instagram for Business
2
Instagram Stories for Business Guide

Conversion Rate Optimization - How to have more traffic, leads and sales

1
CRO - Overview

Would you like to sell more of your products and services?

Would you like to convert more of your web visitors to have more enquiries? If the answer is YES, you are in the right place!

This is a course about the science of persuasion which will help you learn how your customers think and behave.

2
Course Outline: How CRO can help your business
3
We Need Help! Exploring why some marketing campaigns fails

See some case studies of those organisations which have failed with their marketing. We often think we understand our customers and ourselves but Marketing has been showing us we don’t at all! Science has also shown that what customers tell you face to face is not necessarily what they think. See how Group Thinking can sometimes be the synonym of flop!

4
How to Integrate CRO in Your Marketing Plan

Clarity of goals! That is something your marketing strategy MUST have!

  • What do you want to do with your product?
  • Who are you trying to persuade?
  • What are your key objectives?

See how the SOSTAC plan can help you, researchers, your strategy.

See also the GET-TO-BUY technique and what it implies.  

5
The Science of CRO: learn more about human behaviour
6
Social Psychology : individuals and groups interaction
7
Social Psychology : scarcity
8
Social Psychology : the power of Authority

The power of authority. Can you use it to sell more? Can you add to your website a badge that gives you that sense of authority which could turn your sales upside down?

Learn what Stanley Milgram found out in his 1950’s studies and experiments and how charities can persuade people much better than businesses.  

9
Social Psychology : Consistency and Commitment
10
Neuroscience and Marketing

The concept of Neuroscience i.e. the study of the most complex thing in the universe: the human brain. Scientists have started to use a range of tools to understand how our brain makes decisions taking short paths called heuristics. By doing that it tries to be efficient and would rather make a decision based on a pattern. When the patterns are disrupted the brain struggles. People have patterns when coming to your website i.e. existing ideas at a no conscious level. If you could give them those patterns, you could use them to your advantage.

Science also tells us that if we can present to our customers the information they are looking for, we can deliberately influence their later decision.

See how you can use that information for your conversion rate.  

11
What are You Selling Really?

Do you know what you are selling?

Do you understand it?

Do your customers?

To improve your Conversion Rate you need to understand what you are selling from your customers' perspective. Try to find out what your customers’ most challenging problem is.

Money? Business? Competitors? Once you have understood that you can start helping people with their challenges.

We are all very suspicious and sceptical when we try something we are not familiar with. The best way to gain our customers' trust is to show them we are different. Learn how to do it through your thinking process.

What would stop your clients from buying your product?

When and where do they seem to be struggling?

What is that gets in the way?

Learn the BUYING PROCESS, see at which point of their CUSTOMERS' JOURNEY your clients are, and those problems that may arise.

See also the AWARENESS LADDER, how to move people along and how to build your pages around it.  

12
Choose Your Goals

Your website should be seen as a conversion machine and should, therefore, act to move people along.

See how Google Analytics can help you create your targets and how it allows you to start tracking your goals and conversion. Learn how to use this tool to see the content your potential customers are looking customers. See also how they are going and where they are going with the BEHAVIOR FLOW REPORT.

Learn to reduce the number of people leaving your page at each step of the funnel and to get more goal compliance.  

13
Clarity beats Persuasion

You have set up your Google Analytics and have your goal tracking in place. You can now start to look at your Behaviour Flow Report and see where there might be problems with your website.

How can you improve that flow? Web Usability can help you with that, making your site more intuitive and easier to navigate. Learn to build a user-centred site in order to turn your viewers into customers.

Follow Steve Krug’s advice on how to win against the Curse of Knowledge and start thinking like your visitors.

The bottom line is: you do not want your customers to hesitate, and the clearer your site is, the easier will be for your customers to move around.  

14
Grab their Attention!

Links to the educational videos referred in this lesson

Selective attention test - https://www.youtube.com/watch?v=vJG698U2Mvo

Color changing card trick - https://www.youtube.com/watch?v=voAntzB7EwE

Test Your Awareness : Whodunnit? - https://www.youtube.com/watch?v=ubNF9QNEQLA

Experimental Psychology - Change Blindness - https://www.dailymotion.com/video/x3691xu


How does our visual system work?

Did you know that every time you show people something you drive their attention to a particular point?  If you learn to grab your customers’ attention you can show them whatever you want! 

Our brain can only process a certain amount of things at the same time, therefore, we need to be extremely careful when we place our “call to action” buttons. To assume that your potential clients will read everything we write is very wrong as human brain only “scan-reads” what is on the screen. If you want your customers to buy a particular item, you need to make sure you put it right on the top of the page. 

Learn how our eyes read the information we put on the screen and how sensitive they are about colours, buttons, callouts and violators. Your offer needs to grab their attention because it stands out! 

See also what the “Hello Bar” and the “Chat boxes” are and how to use them to have more customers return to your page.  

15
Keep them Engaged

Once you have your customers’ attention you, unfortunately, have it only for a few seconds and in those few seconds, you need to keep them engaged.

Before you dive into the details of your products, you should give people some context. Learn to use Headlines to give that immediate context to your customers.

See how useful are also Explainer Videos, metaphors and analogies.

16
Tell stories : a very powerful tool
17
Tell stories : a practical approach
18
Tell stories : how to relate to people
19
Tell stories : let your customers feel safe

Your customers are still skeptical. What else can you offer them as a guarantee?

See what request pricing is all about. Making things less risky attracts more people.

When you think about your conversion journey you need to figure out how to make people less worried. Make sure they feel safe sharing their data with you.

Show them you have a strong privacy policy in place. Most people will not read it but having it will for sure convert more because it looks safer…  

20
Make your Claims

People have come to your website and looked at some of your pages. You have managed to keep their attention focused. It’s time for you to start making your claims. It’s time to state what you do, your values and the benefits of your product or service.

Learn that there are different learning styles and that people learn in different ways. If you want to grab as many customers as possible you need to provide them with different forms of material they can engage with. Different types of people will ask different types of questions… are you ready to answer them all?

See how you can use videos, graphics, cartoons and images to answer them all!

How do you keep moving them along? Understand that giving your customers too many choices can be counter-productive. The fewer the better! Focus on clarity and simplicity and make your copy and web pages easy to understand.

See how important is to keep your site up to date and invest your money in the good graphic!

Clarity beats persuasion, remember that!  

21
Call them to Action - Build Momentum

You can give your customers something free, however, there are different ways of doing it. We are always very suspicious and to get people to that final step, we need to use some magic trick!

One of the key factors is thinking about the price and the price comparison. If we do not compare our product with something else we cannot estimate its real value.

Learn to give people options by remembering to put the one you prefer right in the middle.

Understand also that people tend to be very lazy when surfing the net and that your call to action must be therefore prominent.

22
Summary - Put it all Together & Keep It Going

This is the end of our journey. A brief summary of what we have seen so far.

See how, to make things work, you need to think about your website as a funnel.

Learn to use in the best possible way all the information you have gathered so far.

Ask yourself questions about your website and see how you can improve it.

Learn to use Google Pagespeed Insights to see how fast your pages are and some other brilliant tools to emulate people doing eye tracking on web pages.

Finally, see how prototypes can help you design from scratches your site before actually doing live changes on your web copy.  

23
Bonus Lecture: Keep Up with More Marketing Strategy
24
5 New Marketing Trends for 2019

While 2018 saw the rise of video content and influencer marketing, 2019 is set to be the year of emerging technology, and as a result, changing values for marketers.

So what does 2019 hold for you as a marketer? To help you plan for the next year, we’ve gathered five digital marketing trends, and emerging technologies that we think should be in your sights for 2019 if you want to improve your strategy and stay ahead of the curve. 

1. AI & MACHINE LEARNING


Big Brother is watching. Moreover, contrary to popular belief, people WANT it. According to research by ClickZ, 47% of consumers assume that brands will use their data, and want them to. 73% are disappointed if their data isn’t used to create the convenient, personalized experience that they’ve come to expect from marketing in 2019.


While the demand for personalized experience isn’t necessarily new - it’s been called for over the last decade - the issue has always been that every consumer is unique with different interests and tastes, so full personalization has been hard to achieve until now.


Artificial intelligence has now risen to the forefront of marketing thanks to the advancements in algorithms and software available and the massive increase in the amount of data we currently hold. With more insights than ever into what consumers want and need, and the innovative software and technologies available, machine learning now allows us to provide a unique experience tailored to the wants and needs of individuals.


2. AR & VR


Augmented reality (AR) and virtual reality (VR) may not be new (we’ve all used Snapchat filters before…), they are set to evolve into something more than just a fun gimmick.

A few years ago VR was the talk of the town, so to speak, with marketing conferences worldwide shouting about how this exciting new technology would become part of our everyday experiences. However, when it didn’t become ingrained in our lives, some considered it ‘dead.’ However, think about some of the other things considered to be ‘dead’ - email, Youtube, TV, Snapchat, The Internet of Things… Now you tell us if VR is dead?

The truth is, VR and AR didn’t take off in the what it was predicted, or when, but both are still robust marketing technologies that many brands are utilizing in 2019. While there are still stumbling blocks to overcome, it’s one to watch.


3. VOICE SEARCH


With over 100 million Amazon Echo devices now sold, not to mention competitors such as Google Home and Apple Homepod growing in popularity, it’s inevitable that voice is the future of search. Comscore predicts that by 2020, 50% of search queries will be spoken, not typed.


In addition to smart home speaker devices, which you can ask a question and receive an immediate vocal response to, there are also voice search options in our smartphone, tablet and desktop devices including Siri and Google Assistant. With the latter, you can voice a query and receive visual search results in the same way you would if you typed in Google; saving you the effort of manually inputting the phrase.


Due to this rise in voice search, it’s more important than ever to reconsider how we are optimizing for search engines. Although Google has been strongly nudging us in the direction of more natural written content (written for the reader, not the robots), we are now taking this a step further in that we have to consider how the user would naturally speak and what they would ‘ask’ in their search query. This shift will be a positive one, as this will mean marketers will deliver much more targeted and relevant content, leading to rising click-through rates.


4. SMARTER CHATBOTS


With machine learning on the rise, chatbots have become increasingly popular and will continue to be used more and more in customer service into 2019.

Chatbots are vital to the improvement of the customer experience, and allow marketers to engage with and learn from the consumer with little extra work. They improve the experience for the user as they can get quick and tailored responses to frequently asked questions, and in turn, the marketer can learn more about the common queries and understand what issues real consumers face when using their products or services.

The amount of users opting for online communication over face-to-face or phone interaction is predicted to double in 2019. 

5. BLOCKCHAIN

If you’ve been following financial news and cryptocurrency for the past ten years, then you may have come across the development of blockchain. Even if you haven’t, you can’t escape the mention of the blockchain’s first largest application, Bitcoin.

While the idea of cryptocurrency may still seem a way off for the general consumer, blockchains aren’t just about currency. It’s about recording the millions of transactions made daily online and how the shift in control will change what marketers can leverage to ‘market’ to individuals. 

While blockchain might seem like a futuristic concept, it’s already happening now; just one example is that Homeland Security is working on the development of blockchains to track imports and exports as well as people crossing borders. Although it might still be a while off for consumers, marketers need to understand and prepare now for how this shift will impact how we work. 

CONCLUSION

There’s much emphasis going into 2019 and beyond on personalization. Consumers have come to expect that if they surrender their data, they will, in turn, receive a relevant and unique experience tailored to them. 

There are also a lot of new technologies that will allow us to evolve that personalized experience, even more, gaining more data and insights and churning out ‘consumer-first’ content on a much more regular basis.

Key takeaway: to consumers, technology and personalization is the norm. However, is it for your business? It needs to be in 2019.

Social Media Strategy for Business Growth

1
Why Social Media Strategy for Business Growth Course?
2
Intro to Social Media Strategy Course

What are the key principles of Social Media and how do you put together Social Media strategies that build on those principles? In this course, we will show you how to create a great audience and great content. As we go through the course, we will try to make it as real as possible so that you will understand what you are trying to do with your organisation or business. We will start by seeing how huge the Social Media phenomenon has become and how it has changed in the society.

3
Key Principles: The SCARF model

We will now explore those concepts that make a difference regarding Social Media. We will see who the Three Players are and how they interact one with the other. How do organisation go onto Social Media Networks? Why do they use Social Media Networks? And why do ordinary people use them? See the SCARF model to understand it.

4
Social Media Strategy

In this video, we will see how to put together a Social Media Strategy and how you can apply it to your business and make it real. We will explore the SOSTAC, an excellent and flexible planning tool which allows you to cover all the areas you need to, to produce a unique Social Media Strategy.

5
Situation Analysis

What is it and why is it so important? Learn to apply the SWOT and PESTEL analysis to your plan and to create a benchmark to see how well you are performing picking the right KPIs. See what the Social Media Audit is and what can do for you.

6
Stakeholders

Who is involved with Social Media in your organisation? See the importance of interacting with your team or with externals. Is the culture still eating strategy for breakfast? What are Social and Digital Cultures? Learn the key points and characteristics of both and see how essential is to have those to be successful with the Social Media. Analytics and how to read those significant numbers. Does your staff understand analytics? Have they got enough time to do socials? See how to incentivise the people that work for you and how to teach them the importance of working with Social Media.

7
The Competition

Compare your organisation and what you do to your competitors. Also, analyse your audience attention and see what attracts them the most. Learn to find strategic advantages and see what you can do that your competitors can't. Finally, see how to use software to keep track of your performance and compare it to others'.

8
Audience Research

The crucial part of Social Media Marketing is understanding the audience. What kind of people are you trying to reach? What do you need to know about them to improve? What are they saying about you? This video will show the importance of listening to customers and will also teach how to do it in the best possible way. Learn to use the Boolean Operators to fetch better quality results when performing a search on the Internet. Finally, see how to create Personas that reflect the type of audience you want to reach and what Life Time Value is.

9
Objectives

That's the next step in SOSTAC. Why do you want to use Social Media? What do you want to achieve? See how objectives might change as you work on your Social Media Marketing. How would you track and measure your progress? This video will show you how to have a ROI (Return on Investment) and make it work in terms of numbers.

10
Strategy

Strategy is a journey that keeps evolving and changing at all time. What is your vision? Where are you heading? Here is another important step in SOSTAC analysis which will allow you to create something unique and different but also valuable and competitive. Learn how Social Media Strategy relates to marketing and business strategy. See the importance of using Strategy to make your Social Media Marketing work.

11
Tactics

Also known as tools, they are the social media platforms you are going to use. But how do you choose the best ones for you? And how many should you choose? See how situation analysis can help you. In this video, you will also learn how to use your content on the different social networks and the correct way of doing on them. The Say - Show - Share Strategy and how to appear at your best on social networks.

12
Your Content Strategy

Content Strategy is the message you want to get across so that your audience will find it engaging. What is the content you are going to post? Have you found the right way to put your message into your content yet? Learn to be clear about what you want to say and how to Educate, Entertain and Inform your audience and see some excellent examples of how to do it. Finally, see what "Curse of Knowledge" and "Group Thinking" mean.

13
Content Audits

Content Audit is a benchmark exercise of your situation analysis where you look at the content you are creating on the different platforms. But how would you decide what to produce? Learn to use Content Audit to monitor your audience. Check the most popular tools you can apply to grade what you create, see some case studies and learn from them. Finally, check Screen Recording Software and Remote Users Test Platforms and the way they work.

14
Audience Research

What is your audience interested in? When it comes to Social Media, what are people already engaging with? What are the gaps you need to fill? Learn the right way to find out when talking to people and also the incredibly useful tools you can find online and how they work. See also what a Content Dossier is and how to use it.

15
Content Ideas

What to do next? What is the next step of your Situation Analysis? As a team, it is now time to gather together and share information with each other. Learn to encourage creativity and how to turn ideas and contents into something tangible and suitable for the different types of media. See also how to create reference content and master lists of all the social media tools your business can use. Finally see what Multicast Marketing is about.

16
Map the Customer Journey

How are you going to use your content to make people move from one point to another of their potential customer's journey? Learn to understand what steps they go through, what content they use on the different stages of their journey and how to post the right content across the web to bring people back to your website. See also the Hub & Spoke Approach and the Metrics for Pirates. Landing pages: how are they designed? What tools can you use to produce them?

17
Content Distribution

Content is the key and the cornerstone of a successful Social Media Marketing. Once your piece is ready what are you going to do with it? Learn how to promote what you create and which channels and media to use. See also the concept of Influential Marketing and how it works.

18
Actions: Curate - Schedule - Socialise - Analyse your posts

In this video we will suggest how to plan ahead you daily, weekly and monthly activity to continually produce and post material for your audience and potential customers. Ideally you should have a team working on it but since it rarely happens we will teach you how to do it by yourself. See how to Curate - Schedule - Socialise - Analyse your posts and how to make Social Media part of your day job. We will also suggest how to collect the information you need from Social Media and how to write articles and posts. See also what Editorial and Content Calendars are and how to make the most out of them. Finally, see David Meerman Scott's News Jacking to post stories in real time onto your pages and how they get picked and become viral in a very short time.

19
Controls

Here is one of the most important parts of the SOSTAC scheme. This video will teach you how to handle negativity online i.e. bad reviews, complaints and so on. It will also show you how easy it is, to damage your organisation if your staff is not properly trained to work with Social Media.

20
Learn from Analysis

See how to control your performance and get better on Social Media. There is a lot of material available online for you to read and learn about when to post, what to post, the ideal length of what you post and so on. This video will give you interesting advice showing you some good examples.

21
Test and Learn: The PHAME process

Testing and learning are what can make a significant difference to your online success. How do we do testing? See Amazon PHAME process example and how to adapt it to your organisation in order to improve. See also how to use Google Analytics to make changes based on your numbers. Regularly testing and learning you will undoubtedly improve what you do.

22
Show ROI

The main reason why an organisation decides to do Social Media Marketing is that they want to generate a return on investment (ROI) which should be much higher than the money they put in to start. Most people though, do not calculate how much money they spend or should spend on Social Media. This video will show you where your money can be invested giving you some samples of ROI calculations. It will also illustrate how to allocate your budget.

23
Analyse the data

The final part of the SOSTAC scheme is analysing the numbers to see the impact that Social Media has had on your organisation. How do we use those data to make a difference? See how to do an Audit Process to your Baseline to see your growth from where you started to up to now. See also the 10/90 Rule and the Quantitative and Qualitative Numbers you need to analyse.

24
Conclusion to Social Media Strategy

Some final advice on Social Media Marketing and how and where to find the tools you have to use to structure your marketing and come up with clear and winning strategy.

25
Bonus Lecture: Keep Up with More Marketing Strategy
26
Facebook Marketing 2018: Facebook Live
27
8 Reasons to Master Facebook Groups

Web CopyWriting

1
Intro
2
Understand the different online platforms to write on
3
Learn Where CopyWriting Sits on Your Marketing Plan
4
Best Practices
5
Create Killing Headlines
6
How to Write Links People Want to Click On
7
Examples: Learn From Who Is Already Doing It Right
8
Summary and Resources
9
Avoid This Mistake - Or Get Busted!

Web Analytics

1
Intro
2
Understand Analytics
3
Learn what is working and what is not working on your site
4
Track the results of your marketing campaign
5
Describe your outcome & meet your goals
6
Examples on using analytics to draw conclusions on incoming traffic
7
Lagging and Leading Indicators: learn what will happen next
8
How Organizations are using analytics to make more money
9
Summary and Resources

Email Marketing

1
Intro
2
Meet the most powerful digital marketing tool
3
The Best Acquisition Channel System
4
Step One: Clarify Your Email Marketing Goals
5
Step Two: Create Your Email Marketing Machine
6
Step Three: Analyse Your Data
7
Step Four: Create email content that people want to read from you
8
Step Five: Test your emails in different platforms
9
Examples from leading companies
10
Summary and Resources
11
Email Marketing Resources Sept 2015
12
Email A/B Test Made Simple
13
7 Email Subject Lines you Must Know

Social Media Channels

1
Intro and History
2
How We can Make the Most from Social Media
3
How to Make It Work for You 1
4
How to Make It Work for You 2
5
Social Media Marketing Plan 1
6
Social Media Marketing Plan 2
7
Social Media Marketing Plan 3
8
Learn from Who Applies It
9
Further resources and Summary
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