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Digital Marketing - Study Notes:


When thinking about consumer journey, we should begin by looking at the start of the funnel at the Awareness stage to see how we can expand the reach of our product, our promotion, or our service to a wide audience and bring them into the conversion funnel. One of the main channels at the top of the funnel is online display, advertising and video, and different things like that. They go hand in hand, things like YouTube ad display, banners, and so on, because these are outbound channels that show creative formats to people based on audience criteria.

We've got a certain number of targeting criteria, like behaviors, their location, the device they use, their demographics, and what they might be interested in. All of these things can help us understand how we can target different segments with this creative output to bring them into the funnel.

The key benefits are as follows:

  • Reach: We can reach a really large number of people very quickly and very cost effectively.
  • Awareness: We can drive awareness of our product or service in that group.
  • Branding: We're able to show our brand and our brand colors to all those people.
  • Influence: We're able to influence them into the funnel to ultimately take action at a later stage.

Assisting channel

And when deciding how to measure our online display and video, it's important to recognize that display and video is not a closing channel. But it can help assist in driving conversions via closing channels by bringing people into that funnel. Remember, it's outbound, and that's a key differentiator.

So, when assessing the impact of our display activity, it's important to look at things like assisting metrics rather than direct conversions in order to evaluate performance. This is essential to show the value of display.

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Cathal Melinn

Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition.  Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Digital Channels
    Cathal Melinn
    Skills Expert

    This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, and paid search, email and affiliate marketing, and display and video advertising, including ad formats and creative.