- Homework analysis following the first module.
- Levels of goals. The digital ecosystem is a union of the moment of contact, content, and touchpoints.
- Choosing touchpoints with consumers: content formats, placements, promotion methods according to different stages of the Consumer Decision Journey.
- Image and performance marketing: differences, scenarios of use, and business objectives.
- Components of effective communication
- A comprehensive overview of the most common digital marketing tools: website, SEO, contextual advertising, mailing list. Sequence, KPIs, results analysis.
- New tools: business tasks, scenarios of use, and analysis of results. Influential trends and fleeting hype
- When is it worth hiring agencies and working with them to get results?
Homework for Module 3: Choosing points of digital interaction with the audience for your own brand according to Consumer Decision Journey.