Marketing
Run digital marketing end to end
When the return on digital spending stays unclear, run advertising, content, social and mobile channels and their measurement as one acquisition and personalization system.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Digital advertising foundations
Foundational: you learn to build outbound digital advertising end to end. By the end of this program you can explain why digital reopened consumer markets to new entrants, tell paid, owned and earned media apart, work through the search ad auction and the quality score, calculate cost per click and search ad profit, choose among display and video ad formats, and put CPM and CPC to the goal each one fits.
- Why digital changed everything
- Paid, owned and earned media
- The four elements of digital marketing
Apply it: Video ads and the closing case
10 lessons · ≈3 hours
- Program 02
Digital measurement and inbound marketing
Intermediate: you learn to measure what digital advertising really did and to make the company the thing consumers find. By the end of this program you can separate correlation from causation, choose an attribution model and say what it hides, account for delayed effects and online-offline interaction, build search engine optimization on relevance and authority, create content that earns links, and design a landing page that converts.
- Correlation or causation?
- Getting found: search engine optimization
- Creating content
Apply it: Landing pages and the closing case
6 lessons · ≈3 hours
- Program 03
Social media, mobile and data
Advanced: you learn to manage the three most volatile elements of digital marketing. By the end of this program you can listen to social conversations and join them, design amplification while telling it apart from virality, spot the self-selection and homophily traps in social measurement, handle a social media crisis, turn the four differences of mobile into strategy, and put big data and personalization to work without losing the privacy balance.
- The power of social media
- Listening to social conversations
- Joining the social conversation
Apply it: Big data, personalization and the close
9 lessons · ≈3 hours