Digital Advertising Strategy Specialization

Start Date: 12/08/2019

Course Type: Specialization Course

Course Link: https://www.coursera.org/specializations/digital-advertising-strategy

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About Course

This specialization takes a critical look at digital advertising tactics for small business. Students will learn how to generate and launch ad campaigns on small budgets with limited-to-no design skills. These courses include: 1) search (Google Ads), 2) social media (Facebook, Instagram and Twitter) and 3) native advertising (Taboola). Students who complete our search course will also gain a résumé credential through the official Google Ads Search Certification and a certification through programmatic advertising leader, The Trade Desk.

Course Syllabus

Introduction to the Digital Advertising Landscape
Search Advertising
Social Media Advertising
Native Advertising

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Related Wiki Topic

Article Example
Digital strategy The two terms, "digital strategy" and "online strategy", tend to be thrown out somewhat interchangeably. However, there is some consensus around the differences between digital strategy and online strategy. According to some, digital strategy refers to the strategy a company takes to become a digital company, where digital connotes deeper interactions with their customers, more customized and personalized offerings and interactions, data driven decision making, and organizational models and processes that are more reactive to changes in the company's environment. Online is a subset of digital, as there may be digital assets which are not online. In this context, a company may use the term online strategy to be limited to the development of plans to deploy their online assets to maximize business results and digital strategy to be the more transformative step of changing the organization.
Digital strategy Graphical representations or an outline of key ideas or processes of the digital strategy. These are often created in order to better communicate a key concept or to build excitement among stakeholders when building consensus or socializing a digital strategy.
Digital strategy A high-level project plan which details the durations and dependencies of all the initiatives in the digital strategy. The roadmap will often include checkpoints to assess the progress and success of the digital strategy, over time.
Digital strategy A digital strategy is a form of strategic management and a business answer or response to a digital question, often best addressed as part of an overall business strategy. A digital strategy is often characterized by the application of new technologies to existing business activity and/or a focus on the enablement of new digital capabilities to their business (such as those created by the Information Age and often as a result of advancements in digital technologies such as computers, data, telecommunications, Internet, etc.). As is the case with its business strategy parent, a digital strategy can be formulated and implemented through a variety of different approaches. Formulation often includes the process of specifying an organization's vision, goals, opportunities and related activities in order to maximize the business benefits of digital initiatives to an organization. These can range from an enterprise focus, which considers the broader opportunities and risks digital can create and often includes customer intelligence, collaboration, new product/market exploration, sales and service optimization, enterprise technology architectures and processes, innovation and governance; to more marketing and customer-focused efforts such as web sites, mobile, eCommerce, social, site and search engine optimization, and advertising.
Digital strategy A plan detailing the allocation of media spending across online media (such as search engine marketing, banner advertising, and affiliate marketing) usually as part of the customer acquisition or retention elements of the digital strategy. Since the late 2000s, social media has become increasingly important in engaging with customers both for marketing and customer support purposes, especially benefiting smaller businesses.
Digital strategy There, are numerous approaches to conducting digital strategy, but at their core, all go through four steps:
Advertising management Advertising management is a complex process that involves making many layered decisions including the developing the advertising strategy, setting the advertising budget, setting advertising objectives, determining the target market, media strategy (which involves media planning, developing the message strategy and evaluating the overall effectiveness of the advertising effort.) Advertising management may also involve media buying.
Digital strategy manager This position focuses specifically on a corporation’s digital brand by leading, building and maintaining their presence in the digital world. Accountable for driving the prioritization of the technology infrastructure for digital advertising continuity across all multi-media platforms. Manages all related IT departments and functions as a conduit between digital presence and all advertising and/or marketing activities. Consults with all internal directors strategizing their specific marketing needs incorporating the digital technology structure.
Digital strategy manager A digital strategy manager is an executive position. This position is based on a unique set of technological knowledge which directs all departments for digital industry growth. A digital strategy manager collaborates with all marketing, business development, and organizational management teams and uses leadership skills to build strategic partnerships.
Digital strategy Includes one-on-one interviews and focus groups with a company's external stakeholders, with a goal of understanding external stakeholders behaviours, needs, goals and perceptions of the company and their industry both in the broadest business context as well as specifically online. In addition to standard marketing strategy methodologies and questions (quantitative and qualitative), external stakeholder interviews for Digital Strategy may include usability testing, an analysis of how effectively external stakeholders can use the online assets developed by a company for their intended purposes. In digital strategy this is used to uncover usability barriers that may prevent the online vision being achieved.
Blue State Digital Blue State Digital provides both strategic and technology services. Blue State Digital is also a full-service digital agency that develops and executes multiplatform engagement campaigns. Its strategic offerings include strategy, design, production, content strategy, digital communications, video, analytics, and online advertising.
Digital Advertising Alliance of Canada The Digital Advertising Alliance of Canada (DAAC) is a Canadian non-profit trade association.
Advertising Age Advertising Age Digital Conference is in its 10th year. Sessions at the annual meeting of marketers and agencies focus on what comes next in digital and mobile advertising.
Rideshare advertising Rideshare advertising is a form of digital, out-of-home advertising that uses in-car advertisements in ridesharing vehicles.
Advertising management The FCB planning grid gives rise to a number of implications for advertising and media strategy:
Tinsley Advertising Tinsley Advertising, Inc. is a privately held national advertising, branding, marketing, digital media company headquartered in Miami, Florida.
Digital Place-based Advertising Association The DPAA's goal is to drive growth for the industry. The group was started in January 2007 as the Out-of-Home Video Advertising Bureau (OVAB), but changed its name to the Digital Place-based Advertising Association in 2010.
Digital strategy A description of the key performance indicators used to measure the effectiveness of the digital strategy as well as the process for collecting and sharing this information. The measurement plan usually covers the financial, operational, and e-business metrics and their relationships.
Digital strategy An analysis of external stakeholder behaviors in their environment, for example: field observations of shoppers in a store. In addition to standard ethnographic research, digital strategy research may include video recording of an external stakeholder using their computers or specific computer applications or web sites.
Digital strategy The organizational structure, roles, and process description of the operational entity that will manage the initiatives in a digital strategy. The governance model describes who is responsible for what, how decisions are made, how issues are escalated, and how information on the performance of the projects is communicated within the organization.