Identifying, Attracting, and Growing Your Digital Audience

Identifying, Attracting, and Growing Your Digital Audience

This course is part of E-Marketing Specialization

Instructor: Stephane Muller

Access provided by ExxonMobil

15,406 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

303 reviews

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

303 reviews

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Develop an audience persona based on a target audience.
Identify strategies to define, attract, and engage your audience online.
Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments

Taught in English

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This course is part of the E-Marketing Specialization

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There are 4 modules in this course

Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals.

You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan. Our learning goals for this course are to: - Recognize the current landscape of the digital business environment. - Develop an audience persona based on a target audience. - Identify strategies to define, attract, and engage your audience online. - Review an e-commerce experience and discuss how to improve customer experience. - Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

Welcome to Module 1: Introduction to Digital Marketing. In this module we will begin with an exploration of some common digital marketing terms and concepts you should be familiar with, and then we will take a look at the basic structures and models of doing business online. Finally, we will discuss how a brand’s identity and digital presence work together to help you connect with your audience.

What's included

4 readings1 assignment1 discussion prompt

Welcome to Module 2: Identifying & Defining Your Audience. In this module we will review strategies for identifying and defining your audience online, and we will explore how to develop an audience persona to represent a segment of your target audience. We will also explore how a well-crafted value proposition can be used to connect with you audience and communicate what makes you distinct from other brands.

What's included

1 video5 readings1 assignment1 discussion prompt

1 video Total 6 minutes

Defining Your Digital Audience 6 minutes

5 readings Total 120 minutes

Identifying Your Audience 10 minutes
Market Segmentation & Audience Personas 15 minutes
Supplemental Resources 60 minutes
Value Propositions: Your Brand and What You Have to Offer 15 minutes
Turning Marketing Goals into Strategy 20 minutes

1 assignment Total 30 minutes

Module 2 Knowledge Check 30 minutes

1 discussion prompt Total 60 minutes

Audience Persona Activity 60 minutes

Welcome to Module 3: Attracting & Building Your Audience. In this module we will review the main stages of the customer's journey and then focus on acquisition strategies for building your audience. We will cover a variety of different acquisition techniques to attract and build your audience, and discuss how a smooth e-commerce experience can ensure that your visitors stay engaged with your website. We will also explore the role of social media in building your audience, and how to use your marketing goals and objectives to select the right platforms.

What's included

8 readings1 assignment1 discussion prompt

8 readings Total 155 minutes

The Customer Journey 15 minutes
Introduction to Acquisition 10 minutes
Supplemental Resources 30 minutes
Content Marketing and 'Going Viral' 10 minutes
Display Advertising 10 minutes
Email Marketing 20 minutes
Social Media & Networking 30 minutes
Supplemental Resources 30 minutes

1 assignment Total 30 minutes

Module 3 Knowledge Check 30 minutes

1 discussion prompt Total 60 minutes

E-commerce Experience Activity 60 minutes

Welcome to Module 4: Maintaining & Engaging Your Audience. In the last module of this course, we will review additional strategies to keep your audience engaged. You’ll have the opportunity to craft a social media strategy designed to build your audience and we will take a close look at how to use social media, mobile marketing, and new technologies to build a relationship with your customers.