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With the rise of digital, the way marketers communicate to their audience has shifted. Gone are the days where a brand would create a product-focused message and broadcast it, in hopes that the message hits the right audience. Now we have consumer insights thanks to big data, and a customer that has more power than ever before with the rise of social platforms, helping to improve value.
Though it means rethinking the way to approach marketing strategy, the revolution has opened up so many opportunities for marketers, and it’s essential that your students have a strong grasp on these concepts. Below are some of the biggest ones that are important to focus on when teaching marketing strategy.
Using website analytics, we can tell how users find websites, where they come from and how well certain pages perform due to metrics such as bounce rate and time on site. Marketers can do a lot with this data, such as analyzing demographics of certain users. Once the audience has been identified and users have visited a website, they can then be retargeted with relevant advertising which improves overall conversions.
Social listening, which is the act of following and analyzing online conversations, can help brands understand the needs of certain prospects, what motivates them and what the are looking for specific products or services. A brand can then cater their messaging, and even redesign offerings based on these findings.
Certain marketing tasks, such as emails and other website actions can be repetitive and tedious. Technology of marketing automation makes these tasks easier by creating an automated process. Ideally, marketing automation software can work to nurture prospects with personalized, useful content, helping to convert more prospects into customers. Additionally, it frees up the time for marketers to concentrate on other initiatives.
With analytics, we can track a user’s journey on a website, but predictive marketing can take it to the next level by predicting future outcomes and trends based on data collected from users. With this technology comes the ability to drastically increase trust, engagement and conversions among potential clients, which is extremely valuable.
Make sure that your course includes using the right strategic concepts and operational tools for digitization: some examples include using website analytics, SEO and social listening tools. It’s also important to recreate realistic market conditions as much as possible. Simulations can be an effective way to mimic real world environments and embed digital marketing concepts. They can also provide the perfect platform to critically analyze diverse data.
If you want to learn more, our handy guide gives tips and best practices on how to effectively apply digital transformation concepts in the classroom.