Building Digital Marketing Strategies That Work

What’s this course about?

In today’s dynamic digital marketplace, it’s not enough to build a strategy that only aligns a digital marketing channel with a business goal. Consumers — users of the digital technology we leverage for our campaigns — are savvier than ever, desiring information and experiences on-demand. And, they’re empowering the choices for where they spend their time, effort, and money with research. They are growing increasingly skeptical of any branded content that may secretly try to sell them something.

In this course, we’ll explore a high-level overview of the strategic process, diving deeper into how the intersection of consumers and technology has created a shift in what target audiences now want, need, and expect. We’ll also review the basics of user behavior and psychology as they pertain to the consumer journey, identifying marketing opportunities that create positive user experiences.

 

After this course, you will be able to:

• Understand how to begin building a digital marketing strategy
• Identify the reasons behind changes in user behavior along the consumer journey
• Brainstorm marketing tactics that create positive user experiences
• Articulate consumer attitudes and use-cases for each main digital marketing channel

 

Pre-requisites: Basic familiarity with email, SEO/SEM, blogs, influencer marketing, social media channels (Facebook, Twitter, Instagram, Pinterest, etc.), messaging apps (Snapchat, WhatsApp, Messenger), display, and native advertising. We will not be reviewing a 101 of these platforms in this course; we will be exploring their strategic applications and roles within digital marketing campaigns.

Who will be teaching the course?

Steph Parker

Steph is a digital strategist who has launched campaigns for brands like Nerf, Transformers, Carnival Cruise Line, and First Citizens Bank. With a social and content lean, her work often focuses around the intersection of user behavior and impactful creative. Steph’s thinking as a community manager earned her a nod from Forbes as a 30 Under 30 in 2013. She has appeared on Digiday, The Huffington Post, and Ragan’s PR Daily. Her video game tattoo also made the front page of Reddit once.