Microlearning

70+ bitesize video modules offering best practice, strategic and practical insights on the key digital marketing topics and important trends

Welcome and introduction to digital marketing

Kick off your Econsultancy microlearning with a brief look at what digital marketing is, what the fundamentals of good marketing are and how the digital landscape provides new challenges and opportunities for marketing teams. Alternatively, dive straight into one of the topics below.

Watch the module

Advertising

24 Min
Advertising

Advertising

An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.

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30 Min

Integrated marketing communications

Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity.

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Content

new
2 Min

Content Calendars

Planning ahead to ensure you have the resources and content available to meet objectives efficiently.

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23 Min
Content strategy and marketing

Content Strategy and Marketing

How to plan, deliver and manage your content across digital channels. Building content marketing into your customer journeys, the distribution channels available, and the importance of brand alignment.

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Customer Experience

25 Min
Customer experience

Customer Experience (CX)

Learn the fundamentals of customer experience, from who is responsible, to what makes great CX, to how marketing can improve CX. We also explain the concepts of UX and omnichannel in the context of CX.

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Data and Analytics

26 Min
Data and analytics

Data and Analytics

The different kinds of data for digital marketing, and how to turn them into insight and action. First, second and third-party data, the role of website and channel analytics, and importance of data privacy.

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23 Min

Data and Measurement

Learn more about what data you need to support your marketing (including to machines), and how to measure and optimise performance.

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Ecommerce

24 Min
Ecommerce

Ecommerce

Learn the key components of ecommerce and the competencies needed for it to be successful. As well as online merchandising principles and the optimisation tactics you can put into practice.

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15 Min

Segmentation and Targeting

Learn how to select target segments based on relevance using both classic and digital methods.

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Email and eCRM

23 Min
Email and CRM

Email and CRM

Get to know email marketing, how it works, and what’s involved in CRM. How to align your email with the customer lifecycle and customer journeys, optimising email performance and the power of personalisation and targeting.

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GDPR

3 Min
GDPR An overview

GDPR: An Overview

What GDPR is and the key rights that marketers and data controllers need to understand.

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Mobile

Search Marketing

2 Min

PPC

What PPC is, how it works, the different ad formats and the importance of optimisation.

Econsultancy
24 Min
SEO

Search Engine Marketing: SEO

An introduction to SEO: why it’s important and how it works. Learn about the key principles of SEO and be introduced to on-page and off-page activity, along with keyword research and how to apply it.

Econsultancy
30 Min
Search engine marketing PPC

Search Engine Marketing: PPC

Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. Learn about the auction model and how this affects costs, along with keywords, key phrases and targeting options.

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Social

27 Min
Social media

Social Media

From major trends to key planning considerations, this module provides a great introduction to the social media ecosystem. Plus, targeting options and how to future-scape for social media.

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31 Min
Affiliate and influencer marketing

Affiliate and Influencer Marketing

What is affiliate marketing? What is influencer marketing? In this module you’ll gain an understanding of how they work and how to align this with your customer journey.

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Strategy

20 Min
Strategy

Strategy

Objective and KPI setting, to budgeting for digital marketing, using data for planning, segmentation and targeting and customer journey mapping

Econsultancy
16 Min

Brand and Value

Ways you can add value to people and organisations through your brand: how to build your brand and how to avoid breaking your brand.

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10 Min

Positioning

Learn how the fusion of digital, classic tools and architecture offers unique capability to do positioning in real-time and at an individual level via dynamic personalisation.

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15 Min

Market and Customer Orientation

Explore ways to achieve market orientation through a customer-focused approach and ensure engagement from your organisation.

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14 Min

Customer Insight

How to make the most of the latest methods and digital data analytics to fully inform your customer insight planning.

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24 Min

Distribution

Learn about how traditional models of distribution have changed and how digital has broken down the barriers to entry.

Econsultancy
27 Min
innovation and trends

Innovation and Trends

Where we are now and what is likely to happen in the world of digital. We discuss the big digital eras and their impact on marketing, as well as the key innovations, challenges and opportunities to prepare for.

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You may also be interested in

Best Practice Guides

Practical reports covering all the core elements of marketing tactics

Trends Reports

The latest marketing and ecommerce trends and innovations

Digital Shift Webinar

A quarterly look at the important developments, trends and innovations in digital