Customer Understanding and Digital Marketing Channels

The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing and its pivotal role in modern business strategies. In a digital world, it is more important than ever for businesses to connect with a global audience, target specific demographics, measure campaign performance with precision, and deliver personalized marketing messages.

After completing this course, you will be able to:

• Define fundamental digital marketing concepts such as customer personas, segmentation, funnels and value propositions.

• Describe the Digital Marketing Analyst role and its impact on making smarter, quicker and more efficient decisions.

• Describe the elements of the SOSTAC marketing planning framework and marketing transformation lanes.

• Describe the nature of customer experience insights and identify internal and external tools to support customer segmentation.

• Identify the relationship between customer experience and content marketing and brand storytelling.

• Describe the 6Ps of marketing and how they are used to arrange a successful marketing mix.

• Recognize digital marketing channels and identify inbound and outbound tools and performance metrics for each.