Multi-Channel Marketing Campaigns

Learn how to use digital marketing and offline channels to drive growth and advance your marketing career

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 includes:Prompt 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