Digital Marketing: Customer Analytics and Engagement
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- Introduction
- Objective
- Who should attend
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A digital marketing strategy is a plan that helps your business achieve specific digital goals through carefully selected online marketing channels such as paid, earned, and owned media. A successful digital strategy requires a cross-functional team with executive leadership, marketing and information technology (IT) members.
Digital Marketing: Customer Analytics & Engagement will enable you to use new technologies to take advantage of ever-increasing data availability and optimise your marketing strategy for digital. This programme combines deep consumer insights and strategic brand management with cutting edge analytical tools.
You will experience live teaching sessions, video lectures, interactive activities and assignments whilst receiving personal support from a dedicated Learning Team.
Course Outline
Getting Attention Online
- Understanding who is your customer
- Key aspects of attention and information processing
- Cognitive vs affective route of persuasion
- Promotion vs prevention focus in messaging online
- High vs peripheral route for persuasive communication
- Enhancing exposure and cutting through selective attention
- Other key ways of attracting attention
- Overcoming the problem of habituation
- Enhancing comprehension
