Developing Digital Marketing Strategies
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?
Supervisor, Strategy at Socialyse
Steph is a digital strategist who currently works at Havas Media, helping to build out consulting and non-media strategies as a member of the agency’s specialty group, Socialyse. In 2013, Steph’s marketing work earned her a nod as a Forbes 30 Under 30. Since then, she’s been featured in places like Digiday, The Huffington Post, and BostInno. Her clients range in size and objective, and accounts of note include Titleist, Carnival Cruise Line, Liberty Mutual, and First Citizen’s Bank. Outside of the office, Steph can be found freelancing as a writer & instructor, attempting to enjoy running, and playing a video game or two.