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Foundations of Digital Marketing Strategy
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1 Section
62 Lessons
30 hours
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Unit 1 — Foundations of Digital Marketing Strategy
62
1.1
Understanding the Components of a Digital Marketing Strategy
20 mins
1.2
Focusing on Attention
20 mins
1.3
Separating Your Business Model from Your Brand
20 mins
1.4
Establishing Marketing Objectives
20 mins
1.5
Offering Value in Advance
20 mins
1.6
Setting Key Performance Indicators
20 mins
1.7
Understanding Big Data
20 mins
1.8
Reviewing Persona Development
20 mins
1.9
Harnessing the Customer Experience
20 mins
1.10
Discovering Sales Enablement
20 mins
1.11
Understanding Why AI Matters Now
20 mins
1.12
Looking at Conversational AI and Chatbots
20 mins
1.13
Evaluating Your Content
20 mins
1.14
Dipping into Content Categories
20 mins
1.15
Knowing the Dynamics of Content Marketing
20 mins
1.16
Storytelling to Engage Your Audience
20 mins
1.17
Organizing the Content Process
20 mins
1.18
Creating a Content Library
20 mins
1.19
Understanding Types of Media
20 mins
1.20
Knowing the Three Key Players in Search Marketing
20 mins
1.21
Bookmarking Your Way to Traffic
20 mins
1.22
Understanding Marketing Emails
20 mins
1.23
Defining Influencer Marketing
20 mins
1.24
Discovering the Evolving Role of Influencers
20 mins
1.25
Communicating Like a Pro
20 mins
1.26
Secret #1: Set Realistic Campaign Goals
20 mins
1.27
Getting Creative and Letting Go
20 mins
1.28
So You Want to Hire an Influencer Marketing Agency
20 mins
1.29
Understanding the Appeal of Brands on Facebook
20 mins
1.30
Creating a Facebook Content Strategy
20 mins
1.31
Reaching More Fans with Ads
20 mins
1.32
Making Facebook Part of Your Marketing Mix
20 mins
1.33
Promoting Your Brand on Instagram
20 mins
1.34
Understanding the Benefits of Live Streaming
20 mins
1.35
Thinking Strategically about Social Media Integration
20 mins
1.36
Finding the Right People to Follow
20 mins
1.37
Looking at YouTube Basics
20 mins
1.38
Understanding Pinterest
20 mins
1.39
Looking at TikTok’s Audience
20 mins
1.40
Marketing Yourself through LinkedIn
20 mins
1.41
Validating Business Models
20 mins
1.42
Allowing for Failed Experiments
20 mins
1.43
Ongoing Account Maintenance
20 mins
1.44
Understanding Split Testing
20 mins
1.45
Communicating Your Mission
20 mins
1.46
Making Your Content Easy to Consume
20 mins
1.47
Analyzing Your Business Model
20 mins
1.48
Defining a Digital Marketing Campaign
20 mins
1.49
Designing an Ungated Offer
20 mins
1.50
Testing Your Campaigns
20 mins
1.51
Uncovering the Role Big Data Plays in Content Marketing
20 mins
1.52
Collecting Information
20 mins
1.53
Uncovering Commercial Intent
20 mins
1.54
Training Your Salesforce
20 mins
1.55
Examining AI Concepts
20 mins
1.56
Benefitting from the Use of Chatbots
20 mins
1.57
Assessing Your Content
20 mins
1.58
Working with Original Short- and Long-Form Content
20 mins
1.59
Finding Your Path to Perfect Content Marketing
20 mins
1.60
Structuring Your Content Using Stories
20 mins
1.61
Determining Roles and Responsibilities
20 mins
1.62
Humanizing Content
20 mins
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