DOT Native Digital Learning Center

ACCELERATE YOUR DIGITAL EXPERTISE WITH THE 4A’S DOT NATIVE DIGITAL LEARNING CENTER, AN INTERACTIVE ONLINE LEARNING PLATFORM THAT ALLOWS YOU TO STUDY IN YOUR OWN TIME AND AT YOUR OWN PACE.

The 4A’s Dot Native Digital Learning Center is made up of short, interactive courses presented by expert tutors and gives you access to hundreds of hours of insights, talks and deep dives from industry leaders to get you up to speed and stay up to date on the latest in digital marketing. With your purchase, you’ll get:

  • Your own personal login to our learning platform
  • Access to over 30 hours of content across critical topics
  • Full support and customer service
  • Downloadable resources and tools

Impress your clients, feel confident in meetings, and get the knowledge you need to better learn on the job and grow your career.

YOU’LL HAVE ACCESS TO DIGITAL MARKETING AND DEEP DIVE MODULES.
Foundations in Digital Marketing Modules
Foundation modules are designed to get you up to speed in the essentials of digital marketing. Each module starts with an introduction that gives you the facts and figures and an inspiring case study. When you complete a module and get 70% or higher, you will receive a badge that you can share on LinkedIn.
Complete all ten modules to get your Dot Native Certificate in Digital Marketing!Short courses include:
  • Content Marketing
  • Social Media
  • Search Engine Marketing (SEM)
  • Mobile Marketing
  • Customer Relationship Management (CRM)
  • Brand Marketing
  • Digital Ecosystem
  • Measurement and Analytics
  • Ad-Tech
  • Programmatic
Deep Dive Modules
A deeper dive into specific areas of the digital world. Developing on the knowledge learned in the foundation modules and giving you more advanced skills.
These modules are designed to keep you up to date with current hot topics in digital and provide you with in-depth knowledge in key areas to ensure you’re ahead of the game. Work your way through the classes, collecting badges for each time you pass a class with a score of 70% or more.Courses include:
  • How to Drive Social Advocacy
  • Storytelling
  • Mobile Advertising
  • Omnichannel
  • Developing Influential Relationships
  • Digital PR in the West and in Asia
  • Digital Transformation
  • Digital Transformation in Asia
  • Email Marketing
  • Generating Leads with Content Marketing
  • Introduction to Attribution
  • Online Reputation Management
  • Performance Marketing
  • The Power of Programmatic
  • Website IA and Navigation
HOW MUCH DOES IT COST?
  • 4A’s Member price – $250
  • Non-member price – $350

Foundations in Digital Marketing Modules

Content Marketing
How to build and deliver a content strategy that delivers great brand stories to your consumers.This foundation module will help you build content that is relevant and valuable to your consumer. You’ll learn the benefits and challenges of content marketing, creating a valuable content proposition, creation and curation, when and where to publish, developing a content calendar, maintaining engagement and more.

Social Media
Thinking social, acting social and most importantly, being social!
This foundation module will help you use social media in the most effective way for your business.You’ll learn how social media is different from traditional marketing, the social media climate, how to create a social strategy, understanding your audience and channels, measuring your success, organic vs. paid, managing your campaigns and much more.Search Engine

Management
Spend all the money you want on a site but it will be wasted if nobody can find it!
This foundation module will help you use search engine management in the most effective way for your business. You’ll learn why Search Engine Optimization (SEO) is so important, about keywords and PPC, how to create optimized content based on audience intent and purpose, identify search opportunities, create an optimization plan and more.

Mobile Marketing
Recognizing the impact and importance of mobile on businesses and brands.
This foundation module will introduce you to mobile marketing and explore how this emerging channel sits within the current market. You’ll learn about trends in mobile behavior, mobile opportunities, how to create a mobile strategy, the implications of multi-screening, what sort of site you should have for mobile and more.

CRM and CVM
How to understand the relevant customer engagement through the lens of customer relationship management.
This foundation module will help you to understand relevant customer engagement through the lens of customer relationship management.You’ll learn strategies to approach engagement with a clearer view of how, why and who to engage – with what, where and when – across the customer lifecycle and more.

Brand Marketing
Your brand is more than just a logo – it’s your culture, communication and everything in-between
This foundation module introduces you to the principles of brand. Building and managing successful brands is one of the key marketing value drivers today. The ability to develop brand vision and insight to engage your target market is at the heart of effective brand strategy together with excellence in designing an integrated marketing mix.We take a look at how a brand takes shape, is implemented, and is evaluated and protected over time.

Digital Ecosystem
Digital integration is a must, so if you’re not integrating your marketing, you need to start now!
This foundation module explains what digital marketing integration is, how it works and why it’s so vital for success.You’ll learn how to recognize and solve integration issues, create an integrated marketing strategy, what channels to use and how to measure your success and achieve your KPIs.

Measurement and Analytics
These days it’s all about Big Data – but do you know what to do with it?
This foundation module explores the processes that move us from data through analytics to insight. It covers the role of data in digital marketing, how to collect data and how to set campaign goals in tools such as Google Analytics. You’ll also learn how to analyze the data you collect and turn it into powerful insights.

Ad-Tech
Location targeting, programmatic transactions, re-targeting, invitations auctions: we explain it all
This foundation module covers the basics of ad-tech. You’ll be introduced to how programmatic trading works, including the different transaction types, the difference between invitation and open auctions, as well as how you can use data to prospect and retarget. We’ll also cover what the future holds for ad-tech and how mobile fits into the equation.

Programmatic
From RTB to DSPs, we’ve got everything you need to know to become an expert.
This foundation module demystifies how programmatic buying is changing the face of advertising to allow marketers to make greater impact with their digital display campaigns.You’ll learn what buying and selling systems can best reach target audiences while decreasing costs and increasing profitability, about DSPs, RTB systems, the new challenges for media buyers and sellers and much more.

Deep Dive Modules How to Drive Social Advocacy
By the end of this Deep Dive, you will be able to:
  • Understand what Social Advocacy is and how it works
  • Describe why this form of marketing is so effective
  • Be able to develop and test the brands stories for maximum impact
  • Understand the role of influencers online
  • Be able describe how to find, approach and engage with influencers
  • Understand why brands start with Social Advocacy with a test and learn approach
  • Be able to describe key psychological theories as to what gets shared and why
  • Understand how to make the organization’s stories more engaging and shareable
  • Appreciate how organizations build a base of advocates and raving fans
  • Recognize how the omnichannel experience is essential for delivering social advocacy
  • Understand how to harness Big Data to drive Word of Mouth (WoM) campaigns
  • Learn what happens when social advocacy works against the organization
  • Discover how to measure campaigns
Storytelling
By the end of this Deep Dive, you will be able to:
  • Students will understand the power of narrative and how digital has changed completely the way brands get their message across
  • Students will learn the four key elements of storytelling
  • Students will understand audiences and how stories motivate others to take action
  • Recognize the pitfalls of digital storytelling
  • Students will be given a template for effective stories
  • They will learn how to craft effective multimedia narratives
  • Students will be able to use social media and other digital channels to engage with influencers and share their stories
  • Reflect upon future technologies and how these will impact digital storytelling e.g. Virtual Reality (VR) and Augmented Reality (AR)
Mobile Advertising
By the end of this Deep Dive, you will be able to:
  • Understand the scale and nature of the mobile advertising opportunity
  • Be able to describe the core mobile advertising platforms
  • Understand how mobile advertising and search work together
  • Recognize the main players in the mobile advertising ecosystem
  • Understand the techniques to plan and buy mobile advertising effectively
  • Be able to describe location based marketing technologies
  • Recognize how to stay on the right side of privacy
  • Understand how to use location data to deliver highly targeted campaigns
  • Develop an appreciation of the tools used to track mobile traffic, downloads, clicks and purchases
Omnichannel
By the end of this Deep Dive, you will be able to:
  • Understand what omnichannel means
  • Be able to describe a world-class omnichannel experience
  • Be able to describe how customers engage with organizations
  • Understand how to audit an existing customer journey
  • Be able to define relevant touchpoints and conduct omnichannel research
  • Identify areas for improvement in existing customer experiences
  • Explore customer interactions over time
  • Describe how users transition between channels
  • Analyze data and statistics for improvement and iteration
  • Be able to build a business case for an omnichannel experience
  • Understand future channels and design for the experience, but not screen, device or an app
Developing Influential Relationships
By the end of this Deep Dive, you will be able to:
  • Articulate digital’s impact on the nature of influence and who can be an influencer
  • Identify the key differences between bloggers and journalists
  • Assess the best way to make an impression on influencers, making use of their own motivations
  • Use social and identification tools to grow a strong and relevant influencer list
  • Recognize the importance of targeting pitches to each specific influencer
  • Identify how, and when, to pitch
  • Appreciate common frustrations felt by influencers, and how to overcome these
  • Explain the importance of building and maintaining a database
  • Take steps to start measuring the impact of your digital marketing activity
  • Identify the importance of disclosing a pitched or paid for piece in building audience trust
Digital PR in the West and in Asia
By the end of this Deep Dive, you will be able to:
  • Define online PR in terms of building, managing and protecting brands
  • Assess why online PR plays such a central role in digital marketing
  • Identify the best methods and systems for protecting corporate reputation
  • Begin using tools for measuring ROI in order to show the true value of Digital PR
  • Identify the key differences between Digital PR in the West and Asia
  • Articulate methods for strengthening Digital PR in Asia
  • Recognize the broad cultural differences to be found across Asia
  • Identify the two most significant challenges of Digital PR in Asia
  • Assess the differences between the use of paid for versus genuine editorial PR in Asia, and the ethical considerations around this
  • Learn from responses in Asia to PR crises and from other best practices
Digital Transformation
By the end of this Deep Dive, you will be able to:
  • Define how marketing has evolved in the digital age
  • Identify changing approaches to analyzing the ever-increasing volume of data available
  • Recognize the benefits of ubiquitous, anonymous and personalized digital marketing
  • Reference a relevant and informative case study: Zipcar’s digital transformation
  • Identify the key challenges to any digital transformation journey
  • Articulate the huge changes in use of social media
  • Recognize the challenges faced in changing long-standing culture across both leadership and large agencies
  • Use a simple checklist for taking immediate action in the digital marketing sphere
Digital Transformation in Asia
By the end of this Deep Dive, you will be able to:
  • Define digital transformation in the corporate context
  • Recognize the opportunities for a digital-first mentality within certain cultures across Asia
  • Identify challenges and opportunities for marketing within China’s evolving digital landscape
  • Learn from the digital innovation of market leading companies in Asia
  • Assess how to adapt to the Asian market rather than bringing purely Western practices to it
  • Articulate the varying approaches to customer experience and UX
  • Articulate the need for a joined-up approach to engaging the Asian market
  • Recognize the changing approach to brand in China and the increasing opportunity for selling to niche markets
Email Marketing
By the end of this Deep Dive, you will be able to:
  • Follow our twelve tips for creating the perfect email campaign
  • Ensuring your mail reaches their inbox
  • Clearly setting expectations
  • Creating instantly engaging content
  • Using analytics effectively
  • Creating consistently interesting and useful content
  • How to segment your market
  • How to keep your brand connected
  • The importance of a brand library
  • Respecting privacy
  • Taking a holistic approach
Generating Leads with Content Marketing
By the end of this Deep Dive, you will be able to:
  • Recognize the importance of planning in lead generation
  • Identify a Directly Responsible Person (DRI) who will brainstorm ideas and set up a project management tool
  • Articulate the importance of using shared workspaces for planning content, and separating the copy from the design creation process
  • Consider the range of promotion options available for marketing your content
  • Recognize the importance of leveraging employees to amplify a promotion
  • Identify the best ways to use email and social media marketing (and what to avoid)
  • Connect with promotional tools and channel that can help you drive people to your site
  • Articulate the huge potential to be found in blogging
  • Recognize the importance of linking content to your website
  • Assess the success of your lead generation through measurement
Introduction to Attribution
By the end of this Deep Dive, you will be able to:
  • Define the evolution of attribution
  • Recognize the importance of cross channel tracking solutions for gathering data
  • Identify the potential for attribution to pinpoint areas of inefficient and wasted spend and budget, and to define where to reallocate
  • Determine the benefits of attribution for campaign optimization
  • Identify the key stages of each of the three steps to successful attribution
  • Recognize the different options available for attribution modelling, along with their benefits and limitations
  • Articulate how to take the right action based on attribution
  • Identify ways to refine reporting to enable people to do their jobs effectively
  • Determine attribution objectives and who to involve in the process
  • Recognize the value of existing data and how to unlock it
  • Define probabilistic versus deterministic methods of identifying users across devices, as well as online and offline
  • Assess your options for finding unique identifiers
  • Start building a business case for attribution
Online Reputation Management
By the end of this Deep Dive, you will be able to:
  • Recognize the top threats facing companies today
  • Pinpoint the role of social media in shaping corporate reputation
  • Start identifying threat to your own organization
  • Assess social media’s usefulness in identifying threats
  • Identify some of the key processes involved in protecting yourself from reputational risks
  • Articulate the importance of having senior management on board
  • Recognize how the broader context of an issue can help define the best response, who should respond and how
  • Articulate why the ‘say nothing approach’ is not often effective
  • Assess the parameters of using SEO for reputation management
  • Take practical steps in the case of a data breach
  • Consider the best approach for managing potential campaign backfires within your organization
Performance Marketing
By the end of this Deep Dive, you will be able to:
  • Recognize the pervasive nature of marketing within a successful organization
  • Identify how you can apply the 80/20 rule within your own business context
  • Articulate effective tools for effective performance tracking
  • Assess ways to score your leads to maximize conversion
  • Implement our five key takeaways for performance marketing
The Power of Programmatic
By the end of this Deep Dive, you will be able to:
  • Recognize the ways in which new digital approaches are driving marketing
  • Identify how dynamic marketing is increasing the effectiveness of programmatic
  • Articulate the most, and least, useful use cases for dynamic creative
  • Define key terms within dynamic
  • Asses which are the best sites to run a campaign on
  • Identify the key steps to setting up a campaign, including who to target and how
  • Recognize various methods of audience targeting, such as targeting pixels
  • Identify the variables that are controllable in relation to campaign management and optimization
  • Assess when it’s appropriate to change tactics to improve performance
  • Pinpoint common myths around programmatic
Website IA and Navigation
By the end of this Deep Dive, you will be able to:
  • Appreciate the importance of information architecture in the construction of a site or application architecture
  • Define information architecture and the most effective ways to test it
  • Recognize the steps to getting both global and local navigation right
  • Identify the best approaches to supplementary, or complementary, navigation
  • Assess the most appropriate uses for contextual navigation
  • Recognize the need to pull together all navigational elements in order to create a successful information architecture

1 Item(s)

per page

DOT Native Digital Learning Center

ACCELERATE YOUR DIGITAL EXPERTISE WITH THE 4A’S DOT NATIVE DIGITAL LEARNING CENTER, AN INTERACTIVE ONLINE LEARNING PLATFORM THAT ALLOWS YOU TO STUDY IN YOUR OWN TIME AND AT YOUR OWN PACE.

The 4A’s Dot Native Digital Learning Center is made up of short, interactive courses presented by expert tutors and gives you access to hundreds of hours of insights, talks and deep dives from industry leaders to get you up to speed and stay up to date on the latest in digital marketing. With your purchase, you’ll get:

  • Your own personal login to our learning platform
  • Access to over 30 hours of content across critical topics
  • Full support and customer service
  • Downloadable resources and tools

Impress your clients, feel confident in meetings, and get the knowledge you need to better learn on the job and grow your career.