Planning a Digital Marketing Strategy

Digital Marketing Institute via Coursera Specialization

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Details

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Duration & workload

4 weeks, 10 hours a week

Found in

Overview

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Welcome to the Digital Marketing Institute, the global standard in Digital Marketing certification. This Specialization explores the foundational areas of Digital Marketing Strategy required to become a skilled digital strategist in any industry and sector. By taking this Specialization with the Digital Marketing Institute, you will understand the forces driving and transforming businesses today and how an effective digital strategy can help a business grow and thrive in this dynamic environment. After completing all courses in this Specialization, you will be able to Understand how to cultivate a data-driven mindset, manage data effectively, and use insights to improve marketing actions and ROI. Gain expertise in developing a digital marketing strategy using key frameworks such as SWOT, PESTEL, and SOSTAC, and setting SMART objectives. Learn how to execute and track digital marketing strategies, address customer journeys, and evaluating key performance metrics Upon completion, you will receive a DMI x Coursera certificate, DMI’s Certified Digital Marketing Associate certification, and three months of free Professional Membership to unlock your next opportunity in a community of over 320k members. The Professional Membership will give you access to an extensive content library full of practical resources to help at every stage of your career and stay up to date with the latest developments and insights in digital marketing.

Syllabus

Course 1: An Introduction to Digital Marketing and Digital Strategy
Course 2: Digital Channel Planning Strategy
Course 3: Data and Digital Strategy Execution

Courses

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9 hours 10 minutes
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Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. This course provides a comprehensive exploration of digital marketing, covering the impact of digital technologies, effective strategy development, budget planning, customer experience, and the importance of agility in navigating the modern digital landscape. After completing this course, you will be able to: - * To identify the core principles and purpose of digital marketing and recognize how AI tools and technology can support digital marketing strategists * To recognize the transformative impact of digital developments on modern communication, interactions, and operations * To differentiate between the core components of a digital marketing strategy and the role each plays towards realizing business goals * To develop clear and actionable objectives for a digital marketing plan and use digital research to gain industry insights * To recognize the insights from research activities to help guide channel choice, messaging, personas, and priorities and inform budget allocation when developing a digital marketing strategy * To set objectives to establish clear and measurable KPIs * To demonstrate an understanding of the key touchpoints, channels, tactics, and factors to consider to generate customer interest and maximize sales in an omnichannel marketing strategy Explore the transformative landscape of digital marketing with our comprehensive course. Begin by delving into the profound impact of digital technologies on communication and interaction across individuals, organizations, and businesses. Uncover the disruptive forces of social media and artificial intelligence (AI), alongside the evolving influence of consumers in the digital marketplace. Gain a foundational understanding of digital marketing principles, exploring various media, channels, and tactics essential for crafting effective digital strategies. Dive deeper into practical aspects with modules focusing on budget planning, ROI measurement, and strategic research to optimize channel selection and messaging. Learn to establish clear objectives and measurable KPIs critical for campaign success. Explore the pivotal role of the buyer’s journey in engaging audiences and enhancing marketing effectiveness. Discover advanced strategies in customer journey mapping and customer experience (CX), exploring omnichannel approaches and aligning marketing channels with overarching strategies. Embrace the agility needed in modern workplaces to adapt swiftly to market dynamics and consumer behavior. Join us and master the essentials of digital marketing in today's fast-paced digital landscape.
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8 hours 14 minutes
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Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. This course covers data-driven decision-making, digital marketing strategy development using key frameworks, and the practical execution of strategies, focusing on performance metrics, challenges, and techniques to drive growth. After completing this course, you will be able to: - • To identify how good quality data and web analytics are used by organizations to inform decision-making • Understand the fundamentals of data, the characteristics of the different types of data and how it is all managed • To demonstrate an understanding of how data and insights from data can be turned into valuable marketing actions that generate a higher ROI • To select the correct tactics and channels to use based on objectives and target audience • To demonstrate an understanding of how the new customer journey, marketing technology, omnichannel strategy, and the strategy control process can enable effective digital strategy execution and guide organizations towards achieving long-term goals and objectives • To demonstrate an understanding of how digital strategy and activities can support business strategy and drive the growth of an organization The first module covers the importance of cultivating a data-driven mindset, focusing on data collection, management, and the ethical use of data to improve decision-making and generate higher ROI. In the second module, learners will explore various techniques for developing a digital marketing strategy, including SWOT analysis, PESTEL, and key frameworks such as SOSTAC, RACE, and SMART objectives. These tools will enable learners to create a solid foundation for their digital strategies. The final module dives into the practical aspects of executing and tracking digital marketing strategies using action plans, addressing challenges such as complex customer journeys, marketing technologies, and data privacy regulations. Learners will gain expertise in evaluating performance metrics, including SEO visibility, PPC conversion rates, and Customer Acquisition Costs (CAC), and will explore techniques to drive growth and expansion. This course provides both the strategic frameworks and practical tools needed to succeed in today’s digital marketing landscape.
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9 hours 45 minutes
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Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. This course provides a comprehensive exploration of digital marketing channels, covering inbound and outbound strategies, social media and content marketing, ecommerce development, and best practices for leveraging video and social customer service to drive business success. After completing this course, you will be able to: - • Demonstrate an understanding of the buyer's journey and how to develop a digital channel mix to optimize ROI for marketing activities • Demonstrate an understanding of inbound tactics, tools, platforms, and best practices associated with content marketing and social media for generating interest in products and services • Demonstrate an understanding of inbound tactics, tools, platforms, and best practices associated with search engine marketing, SEO, and PPC advertising to target an audience's needs • Demonstrate an understanding of the outbound tactics, tools, platforms, and best practices used to generate demand for products and services • To demonstrate an understanding of social commerce by recognizing its benefits, key elements, channels, and goals • Outline how to plan and implement a social customer service strategy This comprehensive course equips marketers with the knowledge and skills to navigate the complexities of modern digital marketing channels including channel planning, exploring inbound strategies, cross-media planning, and the digital channel mix, with in-depth coverage of key topics such as social media, content marketing, SEO, paid search, email marketing, affiliate marketing, marketing automation, CRM, and sales enablement. In the second module, learners will dive into outbound marketing tactics, including demand generation tools and platforms, and gain hands-on expertise in setting up and managing a YouTube channel, using video analytics to measure social video campaign performance. The final module addresses the essentials of ecommerce, guiding learners through effective website and app development, and the growing importance of social commerce. Best practices for engaging in social customer service are also covered, along with strategies to plan, implement, and manage a successful social customer service approach. This course provides practical insights and actionable strategies to enhance your digital marketing efforts and drive success across all channels.