ACP Digital Marketing

Learn the core concepts of digital marketing, its key differences from traditional marketing, and how its interactive strategies can be used to acquire, convert, and retain online customers. Digital marketing strategies including search marketing, display advertising, email marketing, website optimization, social media, mobile marketing, and online analytics will be explored.

Who is your target audience and how can you use social media to better understand, reach, and engage them? In this course, you will examine qualitative research methods for monitoring social media demographics and identify the social media applications and strategies best suited for reaching specific targets.

With online analytics, you can have a comprehensive understanding of how your digital marketing channels (e.g., websites, social media, video, mobile apps) are performing—not just individually, but in relation to each other. In this course, you will study techniques and best practices for measuring, interpreting, and reporting on key data to improve overall marketing activity and drive ROI.

Nowadays, most purchasing decisions start with an online search—but how do you achieve high rankings on search engines in an environment that is ever evolving and increasingly competitive? Learn when and how to employ organic SEO practices vs. pay-per-click strategies, how to optimize and personalize website content, and how to improve website performance through methods such as A/B and multivariate testing, audience segmentation and experience personalization.

Gain a solid understanding of the mobile marketing landscape, examine the sector’s rapid evolution, and consider current and future trends. Articulate the benefits and opportunities of a mobile strategy, including determining how it fits into a multichannel approach, achieving stakeholder buy-in and design, and implementing and measuring a successful campaign.

Learn how to approach, plan, and measure a sustainable social media strategy using technographics, social computing behavior, audience profiling, online community engagement best practices, and other strategic methods to achieve business or brand goals.

Brand storytelling is no longer a one-way street. Today, brands must craft stories collaboratively with their audiences to make the biggest impact. Engage and persuade your audience in meaningful and immersive ways by reviewing and developing transmedia story strategies for a product, company, or campaign.

Create video content that will entertain, inspire, and compel viewers toward action. In this course, you will explore four key components to maximize your future success in online video marketing: compelling content, engagement interactivity, integrated analytics, and guaranteed audiences.