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IGTC01SM - Building an Integrated Online Marketing Plan (EN)
01 - Introduction
01 - Welcome (2:07)
02 - The strategy problem (4:25)
02 - 1. Find Your Business Strategy
02 - Defining your narrative statement (7:07)
01 - Knowing who you are (3:51)
03 - Identifying emotional needs (4:10)
04 - Create your value statement (5:51)
03 - 2. Define Your Target Customers
01 - Identifying customer groups (4:43)
02 - Creating a customer persona (6:07)
03 - Measuring customer lifetime value (3:10)
04 - Quantifying customer loyalty (4:38)
04 - 3. Research Find What Your Customers Want
02 - Using Google Trends to find market trends and customer insights (3:58)
01 - Researching keywords to find audience needs and interests (5:45)
03 - Developing your initial plan (4:01)
04 - Using micromoments to create customers (4:57)
05 - 4. Clearly Identify Business Goals and Build Processes
01 - Defining your marketing goals (6:09)
02 - Differentiating between acquisition and engagement (4:38)
03 - Understanding messaging and objectives (5:02)
06 - 5. Develop a Long-Term Marketing Plan
01 - Understanding the purpose of content marketing (4:03)
02 - Planning content assets (4:06)
03 - Creating a long-term content calendar (5:57)
04 - Curating content (3:00)
07 - 6. Turn Cookies into Customers
01 - Getting the big picture (3:54)
02 - Retargeting visitors (5:59)
03 - Designing effective landing pages (5:47)
04 - Getting that email address (3:23)
05 - Stopping the blast (4:51)
08 - 7. Measure and Modify Your Plan
02 - Visualizing your measurement process (4:44)
01 - Measuring the right things (6:46)
03 - Developing a 360 customer profile (4:10)
09 - Conclusion
01 - Next steps (1:44)
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02 - Visualizing your measurement process
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