BUS502: Strategic Marketing

Watch this video about digital marketing and how to use it to grow a business. We will introduce you to digital marketing and strategies for effectively using it and measuring results. Can you provide three examples of how you have been exposed to the brand through digital marketing efforts?

Read this chapter with an introduction to digital marketing. The concept is defined, and its global importance is reviewed. The POEM framework of digital marketing is explained. POEM is an acronym that means paid, owned, and earned media. Can you create a list of media assets for an organization you are familiar with and categorize them as paid, owned, and earned?

Read this brief chapter with a list of internet marketing options and a brief explanation for each one. Based on your online experiences, can you explain why banner ads are effective digital marketing tools?

Read this chapter that includes general information about digital marketing. In addition, multiple digital marketing tools are described with tips and recommendations for using them. Websites, content marketing, search engine optimization (SEO), and social media marketing are covered. A marketer must determine the most effective communications strategies to reach consumers, including digital tools. How would you describe the value of a website as part of a digital communications strategy?

This chapter explains the marketing practice of search engine optimization (SEO). The concept is described, its importance is explained, and basic information is provided on how it works. The marketing team has asked you to explain SEO briefly. What would you say?

Read this chapter with additional information about search engine optimization (SEO). There is a discussion about on-site and off-site SEO and strategies for influencing search outcomes. How would you describe the key differences between on-site and off-site SEO?

This brief chapter includes a summary of mobile marketing options, including text messages, multimedia messages, and QR codes. Can you provide two reasons why mobile marketing can be effective?

Read this chapter, which will supplement what has been learned about mobile marketing. Guidelines are provided for developing a mobile marketing strategy with multiple options for communicating with consumers. What are two mobile content options that will support a marketing communications strategy?

This brief chapter contains a list of social media marketing options and short explanations for selected social network options. Can you explain why a blog is among the effective marketing communications options?

Read this chapter, which includes a history of social media marketing. Ten social websites of value for business are listed. There is a discussion about the benefits of social media with some success tips. Review the list of the ten social websites. Which ones have you accessed to look specifically for marketing communications?

Read this chapter for additional information about the use of social media as a marketing tool and the benefits of its use. Carefully review the table with traditional media compared to social media. Based on this information, what are the top 3 benefits of social media marketing and why?

Read this chapter about social media. The use of social media is justified, and a framework is provided for developing any social media marketing strategy. Selected social media platforms are listed with the pros and cons of the sites. Carefully review the Engagement Pyramid. Although a limited percentage of consumers will become advocates/brand promoters, why is it important to use social media marketing?

Read this chapter to learn about selected social media sites and information about their users. Hashtags and a list of other digital content options are included. It is noted that internet users have short attention spans. Can you list three types of content that could be short yet effective in communicating with consumers?

Read this chapter for additional information about using social platforms for marketing communications and user data for the leading seven social network sites. Provide an example of effective marketing communications that you have seen on one of these sites.

Read this chapter about the connection between social media and content. Recommendations are made for locating and creating appropriate content. What criteria would you use to assess the various formats for content such as photos, live or recorded videos, articles, or other options?

Watch this video about content marketing. A definition is provided of content marketing. The speaker explains his six recommendations for building a content marketing strategy. What format of marketing content has the most significant impact on you?

This chapter includes information for developing an effective content marketing strategy. Carefully review the image with content categories by stage of the customer journey – the customer's experience with a brand. Strategic recommendations are made for developing appropriate content. Can you justify the suggestion that 65% of content should be curated?

Review this infographic with a brief history of content marketing. Notice some of the changes in content type and platform over time. How would you categorize current strategies with content type and platform?

Read this chapter about email marketing to learn the importance of this approach to strategic marketing communications and how to create an effective email campaign. What arguments would you use to convince the marketing team that email marketing is a good strategic option for marketing communications?

Watch this video with a definition of email marketing and examples from selected businesses as to how it is used. Can you describe recent email marketing communications that you received from an organization?

Read this chapter to learn about measuring the effectiveness of marketing communications. Multiple measures are identified and explained. Key performance indicators (KPIs) are related to business objectives and the marketing activity/tool. Can you describe at least three metrics for measuring marketing communications effectiveness?

Review this chapter, which details metrics for assessing digital marketing activities. Can you describe at least three marketing KPIs and their purpose?

Review this graphical representation of A/B testing, also known as split testing. How would you describe the benefits of using this approach to analyze a digital marketing communications campaign?

Read this chapter for a summary of multiple cultural factors that impact marketing on a global level. How would you apply this information to digital marketing communications?

Read this chapter for an overview of factors that are concerns when marketing across cultures. Explain to the marketing team the relevance of The Onion Metaphor of Culture to cross-cultural marketing.

Read this chapter with an overview of ethical and legal considerations for online and other marketing. Email marketing matters, such as the CAN-SPAM Act, are covered along with U.S. privacy laws, warranties, and promises. From a marketer's perspective, explain the importance of warranties and promises made to a consumer.

Review this short video with information about relevant regulations for email marketing. If the marketing team was preparing an email marketing campaign, how would you present this information to them with at least three specific guidelines to follow?

This document about the CAN-SPAM Act reinforces content in the video you watched about email marketing compliance. How would the marketing team demonstrate compliance with the act?

Watch this video about the General Data Protection Regulation (GDPR) passed by the European Union but can have a broader impact, including on organizations engaged in digital marketing. Why is it important to apply these guidelines to a digital marketing communications plan regardless of the company's home country?

Watch this as you work through the unit and prepare to take the final exam.