Digital and Social Media

Affiliate marketing is basically a process where a brand or supplier, for example a book retailer, attract customers by rewarding the third-party (or affiliate)…

In a nutshell affiliate marketing as the basic process.

Learning Outcome: By the end of this lesson, you will be able to explain what augmented reality marketing is, describe why it creates a…

The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of…

Learning Outcome: By the end of this lesson, you will be able to explain how big data has changed customer relationship management, describe the…

Digital advertising, also known as online advertising or Internet advertising, is essentially using the online opportunity to communicate marketing messages to consumers or visitors.

Therefore digital marketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering…

There are many ways to use the Internet as a new medium for Advertising. This lesson considers Pay-Per-Click (or Cost-Per-Click) Advertising, Affiliate Marketing, and…

This lesson looks at ways of increasing the popularity of your website by looking at the internal optimization of the website itself. It considers…

Digital marketing communications are essentially the digital marketing equivalent of the traditional marketing communications mix.

Learning Outcome: By the end of this lesson, you will be able to explain what a digital competitor analysis involves, describe the difference between…

As you plan for digital marketing and during the plan’s implementation, one needs to pay careful attention to the activities of competitors.

The starting point for any digital marketing planning is the internal audit. We are seeking to answer the question, where are we now (internal…

The digital marketingMix is essentially the same as the marketing mix. It is simply the adaptation of price, place, product and promotion to the…

The digital marketing space of new or original Internet companies that have emerged as the Internet has developed, as well as those pre-existing companies…

International pricing and competition give consumers access to the lowest price for any generic good. For example, British consumers benefit when buying products from…

We’ve already considered product as part of the marketing mix. Two previous tools for product decision-making have been introduced – Product Life Cycle (PLC)…

The situation analysis for digital marketing bridges the internal audit and competitor research. It answers the question where are we now in terms of…

The salesperson can prospect using popular search engines such as Google, Bing or Yahoo. Such searches can generate postcode data (ZIP codes) which can…

Digital Public Relations (DPR) is the use of digital and social technologies to manage the awareness and understanding, reputation and brand of a company…

Digital sales promotion encompasses a huge range of creative promotional ideas and approaches. In fact there are too many to list here;

Display advertising is where an advertiser places an advert on somebody else’s website, in the search engine results or via a third-party advertising system…

Learning outcome: By the end of this lesson, you will be able to explain what email marketing is, identify the reasons it remains an…

Learning Outcome: By the end of this lesson, you will be able to plan, test, send and measure an email marketing campaign, and use…

Learning Outcome: By the end of this lesson, you will be able to explain what Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO)…

Learning outcome: By the end of this lesson, you will be able to define interactive video marketing, describe the main levels of interactivity a…

Learning Outcome: By the end of this lesson, you will be able to explain how marketers use generative AI tools like ChatGPT specifically for…

Learning Outcome: By the end of this lesson, you will be able to explain what Industry 4.0 means, describe how it connects manufacturing data…

Learning Outcome: By the end of this lesson, you will be able to explain what the Internet of Things means for marketing, identify the…

Learning Outcome: By the end of this lesson, you will be able to define marketing automation, explain the main tasks it is used for,…

Learning Outcome: By the end of this lesson, you will be able to define metaverse marketing, describe the main tactics brands use inside persistent…

Learning Outcome: By the end of this lesson, you will be able to explain what distinguishes mobile marketing from other digital marketing, describe the…

Learning Outcome: By the end of this lesson, you will be able to explain what a neural network is, describe the three-layer structure marketers…

The concept of permission marketing is very simple; your visitors or customers agree to opt-in, or sign-up to participate in your organisation’s marketing conversation.

Persona: An Innovative and Practical Marketing Tool Learning Outcome: By the end of this lesson, you will be able to define a buyer persona,…

Persona-Based Marketing Learning Outcome: By the end of this lesson, you will be able to explain what persona-based marketing is, describe how a business…

Learning Outcome: By the end of this lesson, you will be able to explain what a retail media network is, identify who benefits from…

Search Engine Optimization (SEO) is commonly seen as the golden key to huge amounts of website traffic. Marketers need to be aware that SEO…

Search marketing can include many aspects of digital marketing and traditional marketing, although it is generally seen to encompass paid placements, Pay-Per-Click (PPC) and…

There are seven design elements – 7Cs – that should be considered when creating a website intended for commerce and sales. Customers shop online…

Learning outcome: By the end of this lesson, you will be able to describe the three stages of a customer’s journey with a mobile…

Learning Outcome: By the end of this lesson, you will be able to define virtual commerce (v-commerce), distinguish it from both ordinary e-commerce and…

Learning outcomeBy the end of this lesson you will be able to explain the content marketing matrix, describe its two axes and four quadrants,…