{"id":491,"date":"2017-10-31T14:52:40","date_gmt":"2017-10-31T14:52:40","guid":{"rendered":"https:\/\/theadclub.org\/pd\/?p=491"},"modified":"2018-01-29T16:31:45","modified_gmt":"2018-01-29T16:31:45","slug":"developing-digital-marketing-strategies-2","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/pd\/2017\/10\/31\/developing-digital-marketing-strategies-2\/","title":{"rendered":"Developing Digital Marketing Strategies"},"content":{"rendered":"<p>[vc_row margin_top=&#8221;-26&#8243; full_width=&#8221;true&#8221; padding_left=&#8221;40&#8243; padding_right=&#8221;40&#8243; type=&#8221;4&#8243; bg_position=&#8221;top&#8221; bg_repeat=&#8221;no-repeat&#8221; bg_cover=&#8221;false&#8221; bg_attachment=&#8221;false&#8221; padding_top=&#8221;40&#8243; padding_bottom=&#8221;40&#8243; parallax_speed=&#8221;0.1&#8243; margin_bottom=&#8221;40&#8243; bg_color=&#8221;#ff671f&#8221; bg_image=&#8221;https:\/\/events.theadclub.org\/pd\/wp-content\/uploads\/sites\/35\/2015\/10\/officeOrangeGradient.jpg&#8221; enable_parallax=&#8221;false&#8221;][vc_column width=&#8221;1\/1&#8243;]<div class=\"gap\" style=\"line-height: 80px; height: 80px;\"><\/div>[vc_column_text]<\/p>\n<h1 style=\"text-align: center;\">Developing Digital Marketing Strategies<\/h1>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 20px; height: 20px;\"><\/div>[vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span style=\"color: #ffffff;\">Winter 2018<\/span><\/h3>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 80px; height: 80px;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;2\/3&#8243;][vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text]<\/p>\n<h2>What&#8217;s this course about?<\/h2>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div><div class=\"hr-thin style-line accent-border-color\" style=\"width: 100%;border-top-width: 5px;\"><\/div><div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<p class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-p3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">In today\u2019s dynamic digital marketplace, it\u2019s not enough to build a strategy that only aligns a digital marketing channel with a business goal. Consumers \u2014 users of the digital technology we leverage for our campaigns \u2014 are savvier than ever, desiring information and experiences on-demand.&nbsp;And, they\u2019re 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&nbsp;sell them something.<\/span><\/p>\n<p class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-p3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">In this course, we\u2019ll 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\u2019ll also review the basics of user behavior and psychology as they pertain to the consumer journey, identifying marketing opportunities that create positive user experiences.<\/span><\/p>\n<p class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-p3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">After this course, you will be able to:<\/span><\/p>\n<ul class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-ul1\">\n<li class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-li3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">Understand how to begin building a digital marketing strategy<\/span><\/li>\n<li class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-li3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">Identify the reasons behind changes in user behavior along the consumer journey<\/span><\/li>\n<li class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-li3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">Brainstorm marketing tactics that create positive user experiences<\/span><\/li>\n<li class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-li3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">Articulate consumer attitudes and use-cases for each main digital marketing channel<\/span><\/li>\n<\/ul>\n<p class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-p3\"><span class=\"m_9143670484410042008m_-5754101372746494996gmail-m_6996304939041641514gmail-s1\">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&nbsp;course; we will be exploring their strategic applications and roles within digital marketing campaigns.<\/span><\/p>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 80px; height: 80px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;]<div class=\"gap\" style=\"line-height: 30px; height: 30px;\"><\/div>[vc_column_text]<\/p>\n<h2 style=\"text-align: left;\">Who will be teaching the course?<\/h2>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div><div class=\"hr-thin style-line accent-border-color\" style=\"width: 100%;border-top-width: 5px;\"><\/div>[\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 30px; height: 30px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/4&#8243;][vc_single_image image=&#8221;544&#8243; border_color=&#8221;grey&#8221; img_link_target=&#8221;_self&#8221; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221;]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<h4 style=\"text-align: center;\">Michelle McCudden<\/h4>\n<p>[\/vc_column_text]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div><div class=\"hr-thin style-line accent-border-color\" style=\"width: 40%;border-top-width: 5px;\"><\/div><div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<h4 style=\"text-align: center;\"><em>Digital Director,<\/em><\/h4>\n<h4 style=\"text-align: center;\"><strong>MMB<\/strong><\/h4>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;3\/4&#8243;][vc_column_text]<\/p>\n<div><i>Michelle recently joined MMB with over ten years\u2019 experience in digital and social, spanning agencies both large and small and as an academic. She holds a Ph.D. in New Media &amp; Technology, specializing in how online communities work. She applies that deep knowledge of internet culture and user behaviors to help brands create content and experiences that people love and that advance business goals.&nbsp;<\/i><\/div>\n<div><i>&nbsp;<\/i><\/div>\n<div><i>Prior to joining MMB, Michelle was most recently a VP, Digital Strategy at Hill Holliday, where she oversaw digital and social for clients like LG, Cadillac, Liberty Mutual, Planet Fitness and T.J.Maxx. Her work has been recognized by London International, Clio, Communication Arts, ADC, and The One Show.&nbsp;<\/i><\/div>\n<div><i>&nbsp;<\/i><\/div>\n<div><i>As MMB\u2019s Digital Director, Michelle oversees digital, social, and content initiatives across their client roster.&nbsp;<\/i><\/div>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/3&#8243;][vc_column_text css=&#8221;.vc_custom_1446237355321{padding: 15px !important;background-color: #ff671f !important;}&#8221;]<\/p>\n<h3><span style=\"color: #ffffff;\"><strong>Course Dates<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text css=&#8221;.vc_custom_1509552390117{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #f7f7f7 !important;}&#8221;]<\/p>\n<h4 style=\"text-align: center;\"><strong>JAN 25<\/strong><em>&nbsp; \u2013 &nbsp;1:00pm &#8211; 5:00pm<\/em><\/h4>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 50px; height: 50px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text css=&#8221;.vc_custom_1446236686704{padding: 15px !important;background-color: #ff671f !important;}&#8221;]<\/p>\n<h3><span style=\"color: #ffffff;\"><strong>Registration<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1501857096728{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #f7f7f7 !important;}&#8221;]<\/p>\n<h4 style=\"text-align: center;\"><strong>MEMBER PRICE:<\/strong> <em>$450<\/em><br \/>\n<strong>NON-MEMBER PRICE:<\/strong> <em>$525<\/em><\/h4>\n<p style=\"text-align: center;\"><div class=\"gap\" style=\"line-height: 20px; height: 20px;\"><\/div>\n<p><center><br \/>\n<a class=\"btn btn-medium btn-grey btn-radius\" href=\" http:\/\/adclub.org\/event-2625613 \">Register Here<\/a><\/center><\/p>\n<p style=\"text-align: center;\"><div class=\"gap\" style=\"line-height: 20px; height: 20px;\"><\/div>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 50px; height: 50px;\"><\/div>[vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_column_text css=&#8221;.vc_custom_1446218989260{padding: 15px !important;background-color: #ff671f !important;}&#8221;]<\/p>\n<h3><span style=\"color: #ffffff;\"><strong>Location<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_gmaps link=&#8221;#E-8_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&#8221;][vc_column_text css=&#8221;.vc_custom_1509552317385{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #f7f7f7 !important;}&#8221;]<\/p>\n<h4 style=\"text-align: center;\">MMB<\/h4>\n<p style=\"text-align: center;\">580 Harrison Ave., #102<\/p>\n<p style=\"text-align: center;\">Boston, MA 02118<\/p>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"gap\" style=\"line-height: 10px; height: 10px;\"><\/div>[vc_column_text]<\/p>\n<p style=\"text-align: center;\">Questions? <em>Contact <a href=\"mailto:molly@adclub.org\">Molly Sullivan<\/a><\/em><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"course-date\">January 25, 2018<\/span><br \/>\nIn this course, we\u2019ll 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. <\/p>\n","protected":false},"author":2,"featured_media":513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false},"categories":[10],"tags":[],"class_list":["post-491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-past","category-10","description-off"],"featured_image_src":"https:\/\/events.theadclub.org\/pd\/wp-content\/uploads\/sites\/35\/2017\/04\/desktop2.png","featured_image_src_square":"https:\/\/events.theadclub.org\/pd\/wp-content\/uploads\/sites\/35\/2017\/04\/desktop2.png","author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/pd\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/posts\/491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/comments?post=491"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/posts\/491\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/media\/513"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/media?parent=491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/categories?post=491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/pd\/wp-json\/wp\/v2\/tags?post=491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}