Expert Insights on Digital Marketing

IN THIS COURSE

• 1.  Real-Time Marketing
  2m 32s
  Marketing happens on a minute-by-minute basis in the modern world. FREE ACCESS
• 2.  Focus on the Customer: Buyer Personas
  2m 40s
  Buyer personas are a way to understand the groups of people you need to reach. FREE ACCESS
• 3.  Talk About Benefits; Not Product Features
  2m 42s
  Don’t bother talking about the benefits of your product if they have no basis in customer reality. FREE ACCESS
• 4.  Buyers Are in Charge—Use Technology That Helps Them
  2m 22s
  Salespeople aren’t in charge anymore; buyers are. FREE ACCESS
• 5.  Developing Persuasive Value Propositions
  6m 10s
  Richard Goring describes the steps for developing a value proposition that has the power to persuade your audience. FREE ACCESS
• 6.  Loyalty in the Digital Age
  2m 9s
  Despite the fact that technology enhances our ability to conduct business, the struggle to build loyalty is greater than ever. To understand why, we have to look at human evolution. FREE ACCESS
• 7.  Branding in the Digital Age
  3m 56s
  Digital branding goes far beyond social media. Companies need to be able to back up what they promote. FREE ACCESS
• 8.  If You Don’t Disrupt Yourself, the Market Will
  2m 51s
  In an unpredictable, rapidly changing marketplace, you have to get out of your comfort zone. Will you choose disruption or yield to destruction? FREE ACCESS
• 9.  How to Succeed as a Marketer in a Changing World
  3m 15s
  To succeed as a marketer, in the modern sense of the word, you need to learn new skills. Gone are the days when you can simply bombard your customers and wait for the conversions to roll in. The practice and principles of marketing have changed; and you need to change with it. FREE ACCESS
• 10.  Four Key Habits to Make Your Marketing Count
  3m 44s
  Part of your role as marketer is to reach new audiences. But making that initial connection isn’t enough. If your content doesn’t resonate, your audience won’t become your customers. To ensure your content is resonating, you must develop four key marketing habits. FREE ACCESS
• 11.  Is Your Marketing Building or Breaking Trust?
  5m 11s
  The effectiveness of your role as a marketer depends on one key factor: trust. If you fail to build trust with your audience, your message won’t penetrate. So, what are the root causes of trust erosion, and what can you do to address them? FREE ACCESS
• 12.  How to Thrive as a Resilient Marketer
  5m 5s
  Savvy customers, high CMO turnover, and unprecedented industry disruptions are making the marketer’s role more challenging. But with these challenges comes an opportunity to practice resilience and refine your skills. So, what can you do to make the leap from surviving to thriving in today’s marketplace? FREE ACCESS
• 13.  Harness the Power of the Customer Experience in Your Marketing
  3m 40s
  Effective marketing depends on a positive relationship with the customer. So why, then, do so many marketers fail to speak directly with their customers? FREE ACCESS
• 14.  What Question Is Your Marketing Plan Missing?
  3m 26s
  Many marketing professionals focus their energy on managing day-to-day marketing tasks. But successful marketing requires a broader vision. By asking yourself five key questions, you can bolster your chances of strategic success. FREE ACCESS
• 15.  Setting the Right Tone with Marketing Language
  4m 4s
  Marketing is all about communication, so the words you use are important. The right words build trust and set the tone for every conversation with the customer. FREE ACCESS
• 16.  The Agile Approach to Effective Marketing
  4m 16s
  Last-minute interventions from executives can play havoc with your marketing plans. But by adopting an agile approach to marketing, and being able to quickly adjust your strategy, you can overcome costly delays and conflicts. FREE ACCESS
• 17.  Three Powerful Marketing Habits to Drive Productivity
  4m 19s
  Your diary is crammed with high-value tasks, but your day gets derailed by low-value distractions. Sound familiar? Make these three powerful marketing habits part of your routine, and keep your mind where it matters most; in your productive zone. FREE ACCESS
• 18.  Digital Strategy and the Sales Process
  2m 5s
  Digital strategy has an important part to play in the sales process, particularly when looking at the features and benefits of why a particular customer would choose your product or service. The most important thing to understand when you're selecting the multiple platforms is your consumer profile. FREE ACCESS
• 19.  Effective Use of Mass Media and Digital Complements
  3m 8s
  When it comes to sales and advertising, mass media - television, radio, outdoor, and direct mail - behave differently to digital platforms. Mass media operate at the higher end of the purchase funnel, which is where people are becoming aware of a product or brand. Therefore, it's important to utilize those mass media as they're intended to be used, while using digital complements as they're intended to be used. Both work together best when integrated properly. FREE ACCESS
• 20.  The Power of Video in Marketing
  2m 28s
  The use of video in your marketing advertising is extremely powerful because video allows you to tell a story. And stories allow us to understand things in an entertaining and engaging fashion. The sales process is essentially about identifying a problem, getting someone emotional about the problem, and then providing a solution. And video allows you to do that through effective storytelling. FREE ACCESS
• 21.  The Components of Effective Video
  2m 8s
  There are two distinct components to shooting effective video. Obviously, there's the technical component, which means having the right equipment, getting the audio right, and having an appropriate setting. And then there's the content component, which means making something that's relevant and valuable to the consumer. Find out how to create relevant and valuable content. FREE ACCESS
• 22.  Understanding the Difference between Marketing and Advertising
  1m 40s
  Although people often confuse the difference between marketing and advertising, it's important to understand the difference. Marketing is your message and why you do what you do. Advertising is how you deliver that message. Find out why it's important to understand the difference between marketing and advertising. FREE ACCESS
• 23.  The Value of Psychographics
  2m
  If you’re making decisions based upon demographics alone, you're missing an opportunity to make sure that your message is delivered to the most relevant person in the most relevant way. This is why it's important to know the difference between demographics and psychographics. FREE ACCESS