What you'll learn
In the digital age, your customers expect real-time interactions with your brand in the moments that matter to them. In Module 3, you’ll learn how to reach your customers with content using multiple channels. And timing is key! You’ll learn how to ensure that your messages reach them at the right time. This module goes deeper into industry best practice on mobile design and search and display. You’ll conclude by learning more about programmatic technology, and how it creates a seamless and integrated customer journey.
Digital marketing topics covered in Module 3:
- Mobile technology
- Display and video
- Programmatic technology
By the end of this module you'll be able to:
- Utilise mobile technology to engage with your customers across their journey
- Plan an effective search campaign that assists your customers in their decision making process across the customer journeys
- Develop relevant display and video strategies to engage with your customers across their journeys
- Devise a programmatic approach that integrates different channels to optimise your marketing strategies
Leadership challenge - unifying technology choices
In this module, you’ll look at case studies of companies that have successfully implemented unified technology solutions to deliver messages at the right time across the customer journey. You’ll examine the specifics of what these companies did to adopt the right technology and ways of working to come up with such solutions.
Assessment: Group Project
Using the brand that you revamped in Module 2, you’ll create an integrated marketing campaign plan using search, display and video strategies as well as programmatic technology. You’ll also propose strategies to enable people in different functions within the company to make unified technology solutions to deliver the campaign.
More on digital channels and technologies
When you think of digital marketing, customer-centric technology is most likely what you think of. By exploring search, mobile, display, and programmatic technology, you get a wide-ranging exploration of what makes up the bulk of digital. It’s likely you’ll already have experience or knowledge in some, if not all, of these areas. However, with Squared Online you’ll learn how to align these into one seamless experience. You’ll be taught by industry experts and deep-dive into the important aspects of each topic.
Optimising your digital marketing strategy for mobile has been important for a long time now. But ever since the mobile-first-index update by Google, it’s become critical. Google now chooses to use the mobile version of the web for their rankings. With this module, you’ll learn how to maximise your mobile technology potential and take advantage of the fact most searches are coming via that medium. By studying this module, you’ll learn how to engage, assist and convert customers through mobile technology and strategies.
This module deep-dives into search campaigns – how you can improve traffic to your site, gain visibility in a competitive marketplace and develop your strategy to ultimately increase conversions. Once you have completed this module, you will be able to plan an effective campaign and assist customers in decision making.
It’ll come as no surprise that display and video are incredibly important to digital marketing and brand strategy. Average attention spans are much lower than they used to be, and customers now have greater demand for well-presented visual content – anything less and they’ll likely turn away. Video and imagery are great ways to keep them on board; whether that’s through social channels or as content on your website. Upon completion of this module, you’ll understand exactly why and how display and video will help you engage with customers across their journey.
While most of this technology is implemented automatically, understanding why it should be used and how to get it off the ground is super important. In this module, you’ll learn about the benefits of programmatic technologies like data-management platforms (DMPs) and how they impact your digital marketing efforts. DMP technologies map customer data against socio-demographic data to create a more accurate view of potential audiences. This can help your business target more, target better and create a more seamless customer experience from the get-go. By the end of this module, you’ll be able to identify and devise
a programmatic approach that integrates a variety of channels to help your marketing strategies succeed like never before.
The assessment for this module is a group project. You’ll use the brand you updated in module 2 and create a strategy that takes into account each of the topics learned throughout this module. As a big part of Squared Online is about leadership, you’ll also propose strategies that take into account company-wide areas, helping create an integrated plan-of-action that goes from junior desks right through to the boardroom.