Digital Marketing Strategy and Activation
What’s this course about?
The best brands not only declare their point-of-view but back it up with the things they do – activations that happen both on and offline. Whether those activations are Instagram posts, product innovation, customer service or an in-store experience, every consumer touchpoint contributes to the way your brand is perceived and can help or hurt your bottom line. In this class, we’ll explore the fabric of what makes the best brands tick and define a framework for coming up with your own brand point-of-view. From there, we’ll help you figure out how you can activate your brand in the digital world. What are the things you can do to reach people in a meaningful way? What platforms should you be on? What does activation for your brand look like? What kind of things can you do to not only build your brand in the long term, but drive against business goals in the short term. Together, we’ll lay the foundation for a full digital marketing strategy including key touch points and measurement.
Who will be teaching the course?
Lydia Leavitt Cox
Lydia Leavitt Cox is a longtime digital strategist specializing in creative content, activation, editorial, influencer and social strategy, and execution. Her job is to help brands define their digital approach (think social media, events, stories and activations) that consumers actually want to engage with and that drives real business results for clients. She helps define a brand’s digital approach and works with makers, creative teams, writers, partners and influencers to bring it to life. She’s worked at big agencies like Grey, Arnold & JWT with brands like Pantene, CoverGirl, Ocean Spray, CenturyLink, Tribe Hummus, Merck and the National Association of Realtors. Before joining the world of advertising, she worked as a full-time journalist and tech blogger. She enjoys Star Trek (try it, it’s on Netflix), European crime dramas, playing with her cat and dog, cooking and being outside.