Digital Marketing Course - Part 1 - Digital Marketing 101
Part 1 of the 8-Week ‘Practical Digital Marketing Course’ - filmed live at the University of London.
In this module 1 of the 8-Part Digital Marketing (for non-Digital Marketers) Course, I'll start by talking about the Marketing funnel and how it works with Digital channels.
The Digital Marketing Funnel:
Although there are MANY ways of describing a customer journey process I like to talk about the following 3 funnel stages...
Reach (AWARENESS)
Engage (INFLUENCE)
Service (TRUST/LOYALTY)
The reach phase of the funnel is about creating awareness amongst your target market. You can use SEO, Social Advertising, Google AdWords and more to reach target audiences and create AWARENESS. In order for you to move your customer through the middle of the funnel you will need a good understanding of your customer groups and their wants.
You can then create an appropriate engagement strategy. Engagement marketing works best when it encompasses 'episodic' video, podcast or other create content formats which can positively influence your audience with genuinely interesting, informative or valuable information that will engage your audiences over the medium and longer terms.
This type of content will also build up brand equity. At the bottom of the funnel you are marketing to your 'hot leads' and/or customers. The objective is to build more trust and loyalty which will result in a higher LTV (lifetime value) and faster/greater word of mouth recommendations.
Funnel Strategies:
In the second part of the video I'll introduce the ‘most commonly’ used channels, tools and tactics for each phase of the marketing funnel: Awareness, Influence and Loyalty.
You will gather a strong understanding of the marketing funnel and be able to answer (for your own strategy) the following key questions:
1. What are the channels/tactics you could use at each stage of the customer journey?
2. What messages are you presenting to your audience at each stage?
3. What do you want your audience to do at each stage?