Digital Marketing/Social Media

  • 10 Courses | 5h 27m 50s
  • 8 Books | 28h 43m
  • 9 Audiobooks | 42h 11m 27s
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Marketing efforts are increasingly shifting to the web and social platforms. Learn how to leverage these marketing channels for greater impact.


Embracing the Digital Opportunity

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    Embracing the Digital Opportunity
  • Playable
    Digital Consumer Behavior
    4m 57s


Embracing the Digital Opportunity
The growth of mobile devices and social media have dramatically changed how consumers interact online. This has had a profound effect on how businesses market services and products to their customers. The facts about Digital are compelling. People prefer to interact online, mobile devices now account for over 50 percent of web page views, the current worldwide total number of Internet users is 4.5 billion, and social media users worldwide represent 3.2 billion people. In this course, you'll learn how digital provides opportunities for understanding the customer journey, creating sustainable business growth, and fostering more highly functioning organizations, teams, and individuals. You'll also learn how organizations can benefit from applying digital technologies and practices to their marketing plans and strategies. This course was developed in partnership with the Digital Marketing Institute. ( For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website:
7 videos | 28m has Assessment available Badge
Building a Digital Market via Websites and Email
According to recent research, over 90% of business-to-business customers carry out online research before they make a purchase decision. It’s clear that it’s important for every business to have an online presence. Today, when customers have a need or a problem to solve, the first step is to search for an answer online.In this course, you’ll learn about how customers search for solutions to their needs and how businesses can match those searches with the right online presence.You’ll also learn how an online presence can be designed to engage and connect with customers, building strong relationships to support your business, as well as how you can increase conversion by optimizing your website content for searches.Finally, you’ll examine the role of email marketing, which continues to provide one of the highest returns on investment of any digital channel by examining the key elements of compelling email communications, including how they align to your customer’s journey, and how they can help you to achieve your business objectives. This course was developed in partnership with the Digital Marketing Institute. ( For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website:
9 videos | 38m has Assessment available Badge
Social Media and Social Selling
More than ever, people are using social media. They aren’t just interacting with friends, but with businesses as well. Today, customers expect businesses to reach them on social media. As a result, social media not only gives businesses invaluable customer data, it provides an effective way to promote products and services to grow the business as well. In this course, you’ll learn the key features and benefits of social media for businesses, and become familiar with its key concepts and terminology, essential to understanding the role it can play in engaging with customers, providing support, advertising, and generating business. You’ll also learn about the most popular social media tools, and how personal branding and an active community can be a real differentiator for your organization, and how it can support your overall business objectives. This course was developed in partnership with the Digital Marketing Institute. ( For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website:
10 videos | 41m has Assessment available Badge
Creating Effective Social Customer Service
Social media and mobile use are closely linked, which means customers are more likely to connect with businesses for customer service when it suits them. Customers prefer social media for contacting businesses because they can multi-task while waiting for a response. This gives customers more control over the communication channel, so businesses must have a plan to manage expectations and engage with customers on their terms and in the social media platforms they frequent. In this course, you’ll learn about the importance of using social media for customer service, the changes brought about by social customer services, and how companies are adapting to this new way of addressing customer issues. You’ll also learn how changes in the behavior and expectations of customers have impacted customer service and become familiar with the advantages of social customer service for businesses, gaining an understanding of the importance of other digital tools to support your customers. Finally, you’ll explore the challenges of social customer care and the strategic approaches that you can implement to improve customer service. This course was developed in partnership with the Digital Marketing Institute. ( For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website:
9 videos | 32m has Assessment available Badge
Assessing Digital Challenges and Risks
With the rise in Digital, businesses are challenged to carefully consider how customer and employee data are captured, stored, and retained. Because data security risks such as data breaches and cyber threats regularly affect organizations, businesses do well to plan, manage, and mitigate against these internal and external risks. Without careful management, risks can easily get out of hand, especially in a social media environment. This can cause serious damage to a business or its brand. In this course, you’ll learn about the risks that can affect organizations online, how, without careful management, they can grow beyond control, and ways to manage and mitigate against them. You’ll also review the potential impacts of various risks related to Digital, such as a data breaches and cyber threats, and how proper planning can prevent them. You’ll explore how the rise in social media increases the likelihood that small events can quickly become a global issue for a company, and how issues that arise must be treated with care, using pre-defined guidelines. In addition to these risks, you’ll examine various business challenges associated with Digital, such as lack of digital skills faced by many companies, the need for innovation, and difficulties related to an organization’s structure. Finally, you‘ll review evolving regulations around the use of Digital, and how to ensure that your approach is aligned with local market requirements. This course was developed in partnership with the Digital Marketing Institute. ( For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website:
9 videos | 32m has Assessment available Badge
Expanding Your Digital Mindset
Digital technology brings the power to transform interactions within business, but it’s imperative that organizations are agile enough to respond in an ever-changing digital landscape. Digital also enables easier review of digital metrics. By consistently measuring key metrics and performance indicators, Digital helps businesses to learn from each cycle of the process to inform the next iteration. In this course, you’ll learn that a digital mindset means understanding the power of digital technology to transform interactions within the business and you’ll gain a richer set of customer insights by analyzing the way they interact with your organization through your digital assets. This in turn can help you to understand the customer journey and to improve the experience for your customers, which further increases engagement and conversion. You'll also explore the customer and company benefits of adopting a digital mindset and how an agile approach involves frequent reviews, allowing businesses to lower their costs and to increase their market reach more efficiently. Finally, this course shows you how to solve problems differently with Digital, and how adopting a digital culture and mindset can add value to your business, your organization, your department, and your own role. In this course, This course was developed in partnership with the Digital Marketing Institute. ( For those who are interested in pursuing a certification, please contact the Digital Marketing Institute directly via this website:
6 videos | 28m has Assessment available Badge
Reaching Customers Digitally
Every company knows that to attract new customers and retain existing ones, they must be able to harness the opportunities that the internet provides. To reach this target market online, you’ll need an effective digital marketing strategy. In this course, you'll learn about marketing communication strategies that will help you connect with your customers. You’ll explore the digital marketing funnel, which can lead your customers from considering your product or service to actually buying it. In addition, you’ll learn about digital marketing planning and the role of social media in marketing.
7 videos | 17m has Assessment available Badge
Helping Customers Find You
In addition to social media marketing, many companies are now using search engine marketing (SEM) to reach out to their target markets. SEM is one of the most powerful digital marketing tools available, eclipsing traditional advertising. In this course, you'll learn about the importance of SEM, and how it can help bump your site to the top of a search engine results page. You’ll explore search engine optimization (SEO), as well as organic tactics for improving your website’s ranking. You’ll learn about offsite strategies to help you leverage external organizations. And you’ll also discover paid for search tactics to help you target interested customers in your market.
6 videos | 15m has Assessment available Badge
Managing Your Corporate Reputation Online
Social media pages, user review sites, and online communities are some common digital marketing tools used to connect with your target market. These tools, however, can also be used by customers to rate – and complain about – a company’s products or services. Without proper online reputation management, your relationship with your customers may be irrevocably damaged. In this course, you’ll learn how to build and maintain relationships with your online customers to protect your corporate reputation. You’ll also learn how to use digital PR, blogs, and online user communities to drive your brand.
7 videos | 18m has Assessment available Badge
Expert Insights on Digital Marketing
Learn from the top experts about cutting-edge digital marketing topics such as real-time marketing, buyer personas, and persuasive value propositions.
23 videos | 1h 15m available Badge


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Book Summary

The Social Media Bible: Tactics, Tools & Strategies for Business Success
The Social Media Bible is a clear, in-depth look at how readers can transform their company’s marketing impact by using social media. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By Lon Safko


Digital Relevance: Developing Marketing Content and Strategies that Drive Results
Written for the marketers, corporate communications professionals, consultants, and entrepreneurs faced with the need to build relationships with elusive buyers whose context can change in a nanosecond, this book offers the knowledge, strategies, and skills needed to create content, instantly engage customers, and compel them to action.
Book Duration 3h 41m Book Authors By Ardath Albee


Social Machines: The Coming Collision of Artificial Intelligence, Social Networking, and Humanity
A critical evaluation of the utopian claims and dystopian counterclaims of artificial intelligence (AI) prognosticators, this book introduces the reader to the pitfalls and promises of AI in its modern incarnation and the growing trend of systems to "reach off the Web" into the real world.
Book Duration 4h 20m Book Authors By Alice M. Mulvehill, James Hendler


Get Scrappy: Smarter Digital Marketing for Businesses Big and Small
Shattering the myth that only big brands can do big things, this book features frameworks, hacks, tips, and idea starters to demystify digital marketing, do more with less, find inspiration in unexpected places, create relevant and engaging content and promote it via social media platforms, and more.
Book Duration 2h 57m Book Authors By Nick Westergaard


How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success
Featuring interviews with experts and real-life case studies, this insightful and in-depth book explains how to assess the success of a digital marketing campaign by demonstrating what the digital marketing metrics are as well as how to measure and use them.
Book Duration 3h 48m Book Authors By Laurent Florès


Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Fourth Edition
With fresh examples and case studies, and the latest developments in the industry, this clear, informative and entertaining book is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers.
Book Duration 8h 35m Book Authors By Damian Ryan


The Best Digital Marketing Campaigns in the World II
Bringing together an international collection of the most successful digital marketing campaigns of our time, this practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers.
Book Duration 2h 19m Book Authors By Damian Ryan


Advertising Transformed: The New Rules for the Digital Age
Based on academic research but written in a comprehensible and digestible way, this book provides an in-depth analysis of the state of modern advertising and how it fits and works in conjunction with the plethora of new digital channels.
Book Duration 2h 53m Book Authors By Fons Van Dyck


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