Digital marketing has become an essential component for any business to survive in the digital age. But how do you know which strategies are right for your business? This course will teach you the basics of both outbound and inbound strategies so that you can choose the best marketing approach for your company.

By the end of this course, you will be able to manage your online marketing campaigns like a pro! Learning outcomes include:

• Explain the concepts and strategies of outbound (paid) and inbound (owned) marketing.

• Highlight and evaluate the importance of the metrics, marketers use to measure digital marketing performance.

• Prepare leading metrics and KPIs for digital marketing analytics and link them to the financial metrics of the firm.

Outbound marketing is a broad term for any type of marketing that does not occur within the confines of your company.

Inbound marketing is a strategy that focuses on attracting, engaging, and retaining customers.

But this course will not go into the benefits of inbound marketing without first explaining what inbound marketing entails. We'll start by defining what inbound marketing is and how it differs from other forms of digital marketing. Next, we'll get into how you can implement these strategies yourself by using tools like content marketing.