Course Summary

Advanced Digital Marketing

Ashish Kumar
ashish.kumar@rmit.edu.au

School of Economics, Finance & Marketing, RMIT University

Agenda

  • What did I learn?

  • Where can I apply my learning?

  • How is it useful?

  • How do I get most out of this course?

  • What goals did I achieve?

What did I learn?

Topics Covered

  • Foundation and Core Concepts of Digital Marketing
    • Theories
    • Analytics
    • Tools
    • Platforms
  • Various Digital Marketing Strategies
    • Social Media Marketing
    • Multi-Channel Strategy
    • Digital Advertising
    • Mobile Marketing
    • Personalized Communication
  • Emerging Topics in Marketing
    • AI in Marketing
    • Ethics and Regulation in Digital Marketing

Where can I apply my learning?

Examples of Application Areas

  • How to solve high customer churn and low loyalty?
    • By designing an omnichannel strategy to create a seamless and consistent customer experience across all touchpoints. By leveraging personalized email marketing and AI-driven recommendations, you can deliver relevant content and offers that build long-lasting customer relationships.
  • How to improve ROI on digital advertising campaigns?
    • By applying principles of media planning and attribution, you can allocate budgets to the most effective channels. You can use A/B testing to optimize ad creatives and targeting. For local businesses, implementing location-based mobile advertising like geo-fencing can capture high-intent customers in real-time, improving ROAS.
  • How can marketing efforts stand out in crowded digital space?
    • By using human creativity in content marketing to build a unique brand story and community, avoiding the “digital homogeneity” that results from over-reliance on generic AI tools. By identifying and collaborating with the right influencers, you can generate authentic word-of-mouth and build credibility.

Examples of Application Areas (2)

  • How to tackle low website conversion rates?
    • By using tools like Google Analytics, you can analyze the CPJ to identify pain points. You can then optimize the user experience by implementing a mobile-first website design and leveraging recommender systems to reduce search costs and guide users toward a purchase.
  • How to tackle low brand awareness and new product launch?
    • For a new launch with a limited budget, you can apply the viral marketing campaign (VMC) mode. This involves “seeding” the product with a select group of micro- or nano-influencers who have high engagement within a niche target audience. The content strategy would focus on creating highly shareable, authentic content that leverages social influence. To capture initial interest, they can create a dedicated mobile-optimized landing page with a clear CTA.
  • How to navigate the issue of data privacy and building trust in digital marketing?
    • By knowing regulations (e.g., GDPR, CCPA), and platform policies, youcan design marketing campaigns that are not only effective but also compliant. By implementing permission-based marketing and transparent data practices, you can build the behavioral, emotional, and cognitive trust essential for long-term customer relationships.

How is it useful?

Marketing Job Opportunities

  • Current Job Opportunities
    • Digital Marketing Manager: A versatile role requiring a holistic understanding of SEO, SEM, social media, email, and analytics to manage a brand’s entire digital presence.
    • Social Media & Content Strategist: Specializes in creating engaging content, managing brand communities, and executing influencer marketing campaigns.
    • SEO/SEM Specialist: Focuses on driving traffic and conversions through organic search optimization and paid search advertising (Google Ads).
    • Marketing Analyst: A data-focused role responsible for tracking KPIs, analyzing campaign performance, and providing insights to guide strategy.
    • Email Marketing or CRM Specialist: Manages customer databases, develops personalized email campaigns, and focuses on customer retention and loyalty.

Marketing Job Opportunities (2)

  • Future and Evolving Job Opportunities
    • AI Marketing Strategist: A forward-looking role focused on leveraging generative and agentic AI to automate campaigns, create hyper-personalized experiences, and conduct market research with digital twins.
    • Omnichannel Customer Experience (CX) Manager: Designs and optimizes the end-to-end customer journey, ensuring a seamless, integrated experience across digital and physical channels.
    • MarTech Specialist: Manages the complex stack of marketing technologies (e.g., CDPs, automation platforms), ensuring they are integrated and used effectively.
    • Growth Marketer: Employs rapid experimentation, data analysis, and creative strategies (like viral loops and referral programs) to drive scalable business growth.
    • Marketing Compliance & Ethics Officer: A crucial role in large organizations, ensuring that all marketing activities adhere to evolving global data privacy regulations and ethical standards, thereby protecting the brand from legal and reputational risk.

How do I get most out of this course?

Tips for Success

  • Try to link theoretical concepts with practical applications by working on real-world projects or case studies.

  • Use Google NotebookLM to supplement your learning.

    • Here is the link to Week 1 materials based on only lecture slides on Google NotebookLM. You can explore flashcard, quiz, and mind map to enhance your learning experience.

  • Keep in touch.

    • If you need reference letters in the future, feel free to contact me via email.
    • Please ensure to attach your updated CV, details about the opportunity, and grade your received in this course when reaching out.

  • Good luck for your all future endeavors. I’ll be delighted to hear about your success stories in your career.

What goals did I achieve?

Personal Reflections

I hope this course has been successful in achieving the following goals:

Curiosity

I hope you were intrigued by the course, and are motivated to explore more about digital marketing.

Confidence

I hope you have gained a good grasp of digital marketing concepts and tools, and feel confident in applying them.

Comprehension

I hope you have a deep understanding of digital marketing strategies: concepts, theories, tools, and platforms.

Competency

I hope you are ready to apply your knowledge and skills in digital marketing in your careers.

Thank You!

🙏

Q&A