Reflections

In the fast-evolving technology in all fields of discipline, acquiring knowledge in digital marketing is essential to survive in business. It is imperative to emphasize that advanced knowledge in digital marketing strategies helps businesses to stay competitive and increase their return on investment (ROI) in the digital market platforms.

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This course, Advanced Digital Marketing Strategies, provides all the essential resources that are needed by businesses and marketers to create business and acquire and retain audiences. The course taught me the importance of shifting ad budgets away from SEM/SEO towards online publishers and how publishers successfully persuade audiences to pay premium Cost Per Mille (CPM) rates. Furthermore, the course explained the importance of setting a primary ad goal that one needs to achieve through a digital ad placement. This goal would be achieved by selecting an “ad vendor database” where the ad would be placed regarding demographic alignment, contextual targeting, geo-targeting, ad format, and channel mix that effectively reaches the preferred audiences. Again, the course provided deep knowledge of the digital tools, resources, and steps required to create a digital marketing budget. It also showed the importance of setting up a budget for digital ads and business, including: resource allocation, financial planning, goal setting, performance measurement, resource optimization, and strategic planning. Artificial intelligence (AI), a super technology in modern history, was also considered in this course. It showed how SmarterX (JobsGPT) analyzes the percentage of tasks in all fields that could be undertaken by AI.

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A mini project in the form of weekly exercises was incorporated into this course and I am glad to have experienced that. Creative briefs that measure marketing goals, messages, needs, history, and reference points that affect the outcome of ads were created. I was also educated on the formulation of diverse forms of campaigns: broad, targeted, intention-based, and newsletter sponsorship ads. Lastly, I learned the creation of conversion optimization strategies that factor landing page, conversion funnel optimization, and a testing plan.

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I am impressed by the overall course contents, and it certainly did not fall short of the goals I set before the start of the class. I would advance the knowledge I have acquired in my next class and professional work to achieve my strategic objectives and return on investment (ROI).