Advanced Digital Marketing Strategies – Mastery Reflection Journal
As I come to the end of Advanced Digital Marketing Strategies, I’d like to reflect on the topics covered and how I plan to use these ideas in my career goals. This course had a strong focus on creating an (IMAP) Internet Marketing Action Plan. We started the course by discussing how to create a unique value proposition, or UVP for short. I can use UVPs to help breweries determine how to position themselves and find a way to stand out from the others.
In week one, there was a strong focus on the AIDAS model of selling. The acronym AIDAS represents each step of the customers buying journey: Attention, Interest, Desire, Action, and Satisfaction. (Bhasin, 2018). We defined the Competitive, Humanistic, Spontaneous, and Methodical personas for the Relationship Development Strategy portion of the IMAP. These ideas help me better understand how the customer can best be reached or targeted through each step of their buying journey.
In week two of the class, we built a Conversion Optimization Strategy for the IMAP by creating various headlines, calls to action, image descriptions, and offer summaries to test on a landing page. We looked into landing page strategies that test conversion rates. A/B testing measures the impact of a single variable on a landing page. (Chopra, 2010). Multivariate testing helps test the impact of several changes made simultaneously to create a large number of landing page variations. (Chopra, 2011).
The week three IMAP topic focused on the Traffic and Promotion Strategy. I was introduced to the concept of a media kit, which coincidentally almost exactly what I would like to create career-wise as a craft beer marketer. We used spyfu.com to generate relevant keywords for our case study companies and similarweb.com to research traffic of media kit websites and confirm demographics for the audiences of these sites.
Week four of had us compile the three IMAP sections into a professional slide presentation. This provides me with practice for how I can present these ideas to breweries and help convince them that my marketing expertise could be a strong asset for the company.
I learned a lot in Advanced Digital Marketing Strategies and look forward to being able to using this knowledge to help benefit the craft brewing industry. Next up, I’ll be taking Digital Analytics and Optimization and I can’t wait to further expand my knowledge and understanding of digital marketing.
References
Bhasin, H. (2018, March 12). What is the AIDAS theory of selling? – AIDAS Model of selling to customers. Marketing91. https://www.marketing91.com/aidas-theory-selling/.
Chopra, P. (2010, June 24). The Ultimate Guide To A/B Testing. Smashing Magazine. https://www.smashingmagazine.com/2010/06/the-ultimate-guide-to-a-b-testing/.
Chopra, P. (2011, April 4). Multivariate Testing 101: A Scientific Method Of Optimizing Design. Smashing Magazine. https://www.smashingmagazine.com/2011/04/multivariate-testing-101-a-scientific-method-of-optimizing-design/.
