Digital Marketing: Marketing Channel Objectives

Gain essential skills to improve your digital marketing performance

Do you feel like you move from one marketing activity to the next without really knowing what you achieved? You’re not alone. In fact, the majority of digital marketing is carried out on an ad-hoc basis.

This two-week course explores how you can use digital marketing to effectively drive your organisational outcomes and constantly improve your digital marketing activity.

Align and measure your organisational objectives for success

Even if you are clear about your organisational objectives, that doesn’t mean they are in line with those of your target audience. This course will show you how to apply tools and techniques to help you understand how to achieve what you want for your organisation, while aligning with your target audience personas and user journeys.

You’ll be able to create objectives that can be measured far beyond vanity metrics such as followers and likes. Whilst these volume-based measures may have their place in an overall approach, a focus on core objectives can help you get the most from your digital marketing activity and enable you to make well-informed decisions on channel selection.

Learn how to use a data-driven approach to drive your strategy

You’ll discover how to take a data-driven approach to digital marketing by setting appropriate objectives within your web analytics and have clarity on your different levels of objectives. You’ll be able to draw from your range of newly learnt skills to create successful end-to-end campaigns and activities.

Designed by digital marketing experts, Target Internet with The Open University

Lead Educator Daniel Rowles is an award-winning author and voice of the Digital Marketing Podcast. He’s provided expertise to the likes of the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

This course is designed for anyone who would like to increase their awareness and understanding of digital marketing. You don’t need any prior digital marketing knowledge, although any work experience will help contextualise and enhance your learning.

• Setting objectives for effective digital marketing
• Welcome to the course!
• Aligning digital marketing objectives with organisational and audience objectives
• The danger of vanity metrics and why they persist
• Primary, secondary and tertiary objectives
• Week 1 review
• Measuring and optimising digital marketing objectives
• Welcome to the week
• Channel analytics and web analytics for objectives
• Going beyond the last click
• Using objectives for campaign iteration and optimisation
• Week 2 review