The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in an integrated marketing communication.
Course Overview and Optimizing Your Digital Assets
-In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and how to plan, set up, and run your own search campaign.
Online and Video Marketing
-In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid, earned, and owned methods of promoting online videos.
Social and Email Marketing
-In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to plan and execute an email campaign, and effective campaign measurement.
Putting It All Together for Your Digital Plan
-In this module, you will learn a variety of mobile messaging channels and applications, the role that mobile plays in an integrated marketing strategy, how to track mobile activity, how to optimize your digital plan, and the best practices in digital.
Rhiannon Clifton and Mike Yao