Multi-Channel Marketing Campaigns

What you'll learn
Develop customer acquisition and retention campaigns to support business growth, enhance brand equity, and build a loyal customer base.
Manage all stages of multi-channel campaigns, including brainstorming, planning, setting objectives, segmentation, channel distribution, and execution.
Utilise in-depth research and customer interviews to generate key customer insights that support the development of effective campaign concepts.
Create marketing campaigns that span across all digital marketing and offline channels to launch new products into the market or raise awareness of a product.
Design messaging and creative concepts, select the right digital channels, and identify the required content assets to launch campaigns.
Learn how to start successfully executing multi-channel digital marketing today!
Requirements
You should have a basic understanding of digital marketing channels and how they work. If you are a complete beginner, please consider first completing one of the Digital Marketing overview courses available on Udemy.
Description
Welcome to this multi-channel marketing campaign course that has been created by a Chief Marketing Officer (CMO) practitioner, where you will learn how to launch effective campaigns that drive product awareness and sales.OVERVIEWThe management of multi-channel marketing campaigns is a crucial skill for marketers. This practical course will equip you with the terminology, processes, templates, hands-on tools, and confidence to enable you to launch successful multi-channel campaigns in start-up or corporate environments.MULTI-CHANNEL MARKETINGThere are so many different digital marketing channels available: search, social media, affiliates, partnerships, and PR. But often, all these channels are siloed. So, how can you orchestrate all these marketing channels together to create multi-channel marketing campaign and drive sales? This course will help you move from managing one channel to launching multi-channel marketing campaigns, allowing you to leverage the power of digital marketing.DEVELOP YOUR MARKETING CAREERBeing able to create, execute, and analyse multi-channel campaigns is a highly advanced and complex marketing skill that is so rare in the current market. This makes it one of the most sought-after skills in the workplace, meaning it can enable you to generate a bigger impact for the company and, ultimately, get promoted to Head of Marketing level.DIFFERENTIATIONThis course is different in many ways:It is designed by a CMO practitioner. This course began as an internal training that I created for my marketing teams, and I am delighted to now share it with a wider audience.It is a practical course. I will share the multi-channel campaign process that I developed, as well as templates, checklists, examples, and case studies, featuring popular brands such as Purple, Tinder, and Oatly.You will be able to "learn by doing". To practise new ways of thinking and new frameworks, you will create a multi-channel campaign for the sustainable clothing brand Pangaia.The course also includesrompt and insightful support in the Q&A sectionAccess to all future updates and additions to the course materialsA Udemy Certificate that you can add to your LinkedIn page or CVCOURSE DESIGNThe course was developed based on an analysis of job advertisements for Head of Marketing and Marketing Manager positions in the UK and the US to guarantee that the skills you master are the ones that companies are looking for.I have also integrated my practical experience into the design of this course focusing on how to think strategically in real-world marketing and drive business growth using multi-channel campaigns.COURSE OUTLINEJoin this course to learn all about planning, conceptualising, executing, and analysing multi-channel marketing campaigns through hands-on, practical activities. The course will equip you with the terminology, templates, processes, and confidence to enable you to move from a one-channel to a multi-channel view of marketing.TAKEAWAYSDuring the course, I will share real examples and templates that have been used and tested for campaign management:Campaign brainstorming templateCampaign plan templateConsumer interview guideChannel-content checklistCreative brief templateThis multi-channel marketing campaign course was created in February 2022.Thank you so much for taking the time to check out my course.It would be a joy to have you alongside me discovering how to take advantage of the power of digital marketing!
Overview
Section 1: Multi-channel Marketing Campaigns: Course Overview
Lecture 1 Course Overview
Section 2: Multi-channel Marketing Campaigns: The fundamentals
Lecture 2 The Fundamentals Overview
Lecture 3 Campaign Definition
Lecture 4 Campaign Principles
Lecture 5 Types of Campaigns
Lecture 6 The Importance of Campaigns
Lecture 7 Introduction to the Hands-on Project
Section 3: Multi-channel Marketing Campaigns: Planning
Lecture 8 Planning Framework
Lecture 9 Campaign Planning Document
Section 4: Multi-channel Marketing Campaigns: Objectives
Lecture 10 Objectives Overview
Lecture 11 Objective Cascading
Lecture 12 Marketing KPIs
Lecture 13 Hands-on Project: Campaign Objectives
Section 5: Multi-channel Marketing Campaigns: Audience
Lecture 14 Audience Overview
Lecture 15 Segmentation
Lecture 16 Targeting
Lecture 17 Consumer Insights
Lecture 18 Consumer Interviews
Lecture 19 Hands-on Project: Insights
Section 6: Multi-channel Marketing Campaigns: Concept
Lecture 20 Concept Overview
Lecture 21 Brainstorming
Lecture 22 Campaign Concepts
Lecture 23 Hands-on Project: Concept Brainstorming
Lecture 24 Messaging
Lecture 25 Creative Concept
Lecture 26 Hands-on Project: Messaging
Section 7: Multi-channel Marketing Campaigns: Journey
Lecture 27 Journey Overview
Lecture 28 Funnel Approach
Lecture 29 McKinsey Framework
Lecture 30 ZMOT from Google
Lecture 31 AARRR Framework
Lecture 32 Hands-on Project: Funnel
Section 8: Multi-channel Marketing Campaigns: Channels
Lecture 33 Channels Overview
Lecture 34 Channel and Content
Lecture 35 Offline Channels
Lecture 36 Digital Marketing Channels
Lecture 37 Content
Lecture 38 Content Repurposing
Lecture 39 Tactics
Lecture 40 Hands-on Project: Channels & Content
Section 9: Multi-channel Marketing Campaigns: Strategy & Execution
Lecture 41 Strategy & Execution Overview
Lecture 42 Campaign Strategy
Lecture 43 Brand vs Promotions
Lecture 44 Execution Pitfalls
Section 10: Multi-channel Marketing Campaigns: Course Recap
Lecture 45 Takeaway Messages
Lecture 46 Hands-on Project
Lecture 47 Q&A and Feedback
Graduates with marketing degrees,Marketers who want to become Growth Marketing Managers or generalist marketers,Marketing Managers and Content Marketers who wish to further develop their career,Heads of Marketing and Brand who are curious about multi-channel marketing


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