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Introduction to Marketing: Omnichannel Marketing and Analysis

Institute of Data & Marketing via FutureLearn


Discover the power of multichannel marketing

Effective communication requires selecting the appropriate marketing channels to deliver your message to your target audience.

With so many channels to use – both online and offline – careful consideration can increase your chances of success.

On this course, you’ll explore each available marketing channel and learn how to determine the best ones for each audience and campaign.

Find out why offline channels are still relevant in today’s digital marketing

As digital marketing becomes increasingly in demand, a lot of marketers forget the offline channels that served the industry well before social media and Google Ads came along.

Television marketing, radio marketing, and print marketing are still extremely useful especially when used together with digital channels, so it’s important for marketers to learn how to utilise them effectively.

Learn how and when to test your marketing activities

Marketing isn’t about finding the perfect answer the first time, which is why testing is so crucial.

You’ll find out the key areas to test across your marketing activity and then discuss what you need to consider when implementing a testing plan.

Develop and use campaign insights to improve your marketing

Using research and analysis to constantly test, monitor, learn, and improve your marketing activities is a continuous cycle for marketers.

Why and how do you analyse your marketing campaigns? And where should analysis and insights sit in your campaign planning process? This course will give you the skills and techniques to discover useful insights to keep improving your marketing activities.

This marketing course is designed for anyone looking to enter a career in marketing and covers the fundamentals to get started in the industry.

It’s also suitable for existing marketers wanting to refresh and improve their skills and knowledge.

Taught by

Rachel Whitter


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