Curriculum
Display and search advertising can be used in each stage of the customer lifecycle to both acquire and retain customers. Most often, display and search advertising is used to draw customers to your website. You will leave this session with:
- The ability to write content that is attractive to search engines to improve your organic search results – Search Engine Optimization (SEO)
- Experience building paid search campaigns using competitive analysis tools and keyword research – Search Engine Marketing (SEM) Insight into display advertising opportunities and best practices along with hands-on discovery of tools to use in order to get started
- An understanding of how to measure and optimize in each area
Recent research shows that, on average, we look at our mobile phone 160 times per day. This provides significant opportunity for mobile marketing – and is something to keep in mind when creating websites, email and social media campaigns and in making decisions about search marketing. During this session you will work through case studies and hands-on exercises to:
- Explore the areas of digital marketing where mobile friendly options are critical to consider
- Gain an understanding of the agile method for creating apps
- Become familiar with methods for motivating customer downloads of apps, leveraging feedback into the development process and the difference between white label and custom apps
- Practice mobile communications such as text and push strategies, geo fencing, beacons, and mobile wallet
- Understand how to measure and optimize for the mobile experience
Email is often one of the primary tools used by marketers to reach their audience. How is this done in a way that doesn’t overwhelm the customer base and aids in moving customers through each stage of the customer lifecycle? While building your own email campaign, you will discuss:
- Marketing automation from simple to complex
- How to select the right email tool(s) for your needs
- Best practices in areas such as marketing segmentation, subject lines, timing of message delivery and design
- How to measure and optimize email messaging with A/B testing and understanding of common email metric
Many of us use social media multiple times a day, but how is the use of this tool in the personal realm different than creating a social media strategy for your organization? Using social channels such as Facebook, Twitter, LinkedIn, YouTube, Instagram, and Snapchat, gain an understanding of why social media is an important promotional strategy to consider, how to create a strategy around this ever-changing area and what success could and should look like. After completing this session, you will understand:
- How to create a social media strategy focused on telling your story in a compelling way
- Tools and tips for creating social media content based on your audience
- The difference between paid and organic posts as well as how to select the right channels for your organization
- Methods for measuring success and optimizing content for your audience
You’ve taken an in-depth look at various digital marketing channels, thought about which channels work and may not work for your audience, but now how do you bring it back to your job? This session will help you walk through each step of creating your own digital marketing strategy whether it is for your business, an organization you volunteer with or a fictional company. You will walk through and complete each phase of your digital marketing strategy, including:
Business Goals and Priorities: Identify and/or set business goals with appropriate measures and set priorities aligned with goals
- Brainstorming: Identify key stakeholders for brainstorming, review rules for conducting a brainstorming session and discuss how to solicit, collaborate and record opportunities
- Prioritization: Score opportunities in terms of impact and burden, create a prioritization matrix, and explore different methods used to prioritize
- Plan: Determine the timing of approved initiatives, map out the marketing plan and discover tools to aid in marketing planning
- Present: Return to your office with experience presenting your plan with the help of your classmates. You’ll present in class as a trial run and get feedback before bringing it back to work.
