Digital Marketing: Personas and User Journeys

Discover how you can capture the attention of your target audience

In a world where digital marketing is constantly evolving and changing, it is harder than ever to gain the attention of your audience.

On this two-week course, you’ll learn how to develop marketing plans that put your organisation in the right place, at the right time for your audience. You’ll learn how to optimise your digital activity to ensure its impact is always maximised, so you can be sure you’ll get ahead of your competitors.

Explore user-centred design to keep your consumers at the heart of your planning

In any digital marketing planning, it is essential that you focus on understanding your target audience and their journey online. This course will help you develop critical knowledge of user personas and user journey mapping techniques that allow you to do exactly that.

You’ll discover the essential core principles of user-centred design and apply them to personas and user journeys. This is crucial to keep your target audience at the heart of your digital marketing activity. Once you become familiar with these, they’ll allow you to build digital marketing plans that align your audience objectives with your business goals.

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

Lead Educator Daniel Rowles, CEO of Target Internet, is an award-winning author and the voice of the Digital Marketing Podcast. A leading practitioner, you’ll gain insights from his years of experience working with brands such as BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

You’ll learn through engaging videos and activities that will help you cement your knowledge in digital marketing and allow you to apply what you’ve learnt to your work straight away.

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.

• User personas for digital marketing
• Welcome to the course!
• What are personas in digital marketing?
• Developing personas for digital marketing
• Using and refining personas
• Week 1 review
• User journey mapping for digital marketing
• Welcome to the week
• What are user journey maps in digital marketing?
• User journey mapping for digital marketing
• Using user journey maps to create best practice digital marketing
• Week 2 review