Advanced Digital Marketing Strategies: Reflections & Outcomes

The seventh course I've taken in my Digital Marketing Masters at Full Sail University is Advanced Digital Marketing Strategies. In this course, I created documentation on the IMAP Relationship Development Strategy + SEM Ads, IMAP Conversion Optimization Strategy, IMAP Traffic and Promotion Strategy, and the Final IMAP Presentation.

Additionally, I participated in four discussion boards where I was able to contribute to meaningful conversations amongst my peers about, Your Offer in Relation to Customers, Establishing Trust and Authority, Another Look at Online Advertising, and Woot.com Analysis.

I will be reflecting on the elements from this course that correspond with some of the topics covered in the final project of the program:

Revenue Background

In IMAP Traffic and Promotion Strategy, I established the main source of income for my case study company, as well as the revenue background for an online publisher of my choice. Regarding the online publisher, I described the partnership benefits and ad spec costs.

Marketing Goals & Objectives

In the IMAP Final Presentation, I outlined the marketing goals, objectives, and projections for my case study through the combination of the other IMAP documentation. I covered the what, the how, and when aspects of each element within the presentation.

Customer Analysis

In IMAP Relationship Development Strategy, I defined the audience profile for my case study company. Here, I described who wants or needs the product, where they live, what their age is, and what their gender is. I also described the audience's intentions based on three targeted customer persona types.

Website: Conversion Goals, Landing Page, Home Page, Funnel Navigation

In IMAP Relationship Development Strategy, I described the funnel navigation and conversion goals through the use of the AIDAS model. I also created a UVP for use on the home page, and developed four SEM ads in relation to the landing page. In IMAP Conversion Optimization Strategy, I elaborated further on the landing page by outlining a Landing Page Testing and Optimization plan. I also elaborated further on the funnel navigation, by creating a diagram of the Main Funnel Navigation.

Email Marketing & Customer Messaging

In IMAP Relationship Development Strategy, I detailed the customer messaging strategy behind the three targeted customer persona types.

In the Week 4 Lecture, my professor outlined the relevancy of email marketing today, best practices, templates, the basics, compliance, service providers, and email marketing resources.

Three Example Campaign Briefs

In IMAP Traffic and Promotion Strategy, I outlined three campaign examples; Broad Markets, Targeted Markets, and Intention-Based Paid. In each campaign, I detailed the goals, site profile, ad formats, special offers/incentives, and a summary of projected revenue + costs.

Final Projections and Budget Breakdown Examples

In IMAP Traffic and Promotion Strategy, in addition to the three campaigns, I utilized a financial spreadsheet which calculated the anticipated ROI, PPC, and more. This was based on factors like conversion rate, exposures, and average transaction value.

Evaluation, Control, and Improvement Analysis Metrics

Each assignment from this course worked to cover this particular topic of the final paper. In particular, all four parts of the IMAP. I was able to establish campaign name, campaign description, business program support, marketing campaign objectives, marketing strategies, conversion goals, and measurement.

This month's coursework has helped me formulate numerous elements for my final project, a comprehensive digital marketing plan for Baldur's Gate 3, by giving me a greater understanding of advanced marketing strategies through the creation of thorough documentation. I learned about many new ways of advertising that I had no knowledge in prior to taking this course, specifically regarding online publishers.

As I progress through the Digital Marketing Masters program at Full Sail University, I will be filling in missing elements to various sections on my Digital Marketing Plan for Baldur's Gate 3.

Reference

Full Sail University's Advanced Digital Marketing Strategies course, month 7.