Marketing in the Digital AgeMarketing in the Digital Age
Marketing in the Digital Age
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  • HOME
  • ABOUT
  • BLOG
  • COURSE
  • TOPICS
    • WEBSITES & BLOGS
    • SEO
    • SOCIAL MEDIA
    • PAID SEARCH
    • EMAIL MARKETING
    • ANALYTICS

The Digital Age – Unit One

Learn the fundamentals of the digital marketing age, and the options available for companies’ internet marketing strategies.

  • About
  • Readings
  • Videos
  • Lectures
  • Homework
  • Resources
  • Review Questions

About

THE DIGITAL AGE COURSE
About this Unit

This unit focuses on the evolving practice of marketing into the digital age. It will cover the consumer journey and introduce you to some of the various digital marketing opportunities available for a company

Topics include:

  • The Consumer Journey online
  • The digital consumer expectations
  • Overview of opportunities in digital marketing

What you’ll learn:

  • The parts of the new consumer journey
  • How marketers should change their tactics depending on which part of the consumer journey they are targeting
  • How to evaluate digital marketing options for a company and make recommendations
  • How to describe consumer expectations in context of the digital age

Readings

THE DIGITAL AGE COURSE

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Marketing is Dead

by Bill Lee

August 09, 2012

“Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.

First, buyers are no longer paying much attention. Several studies have confirmed that in the “buyer’s decision journey,” traditional marketing communications just aren’t relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews…” Read More

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Four ways to get more value from digital marketing

by David C. Edelman

March 2010

“Companies that make the deep strategic, organizational, and operational shifts required to become effective digital marketers can become more agile, more productive, and accelerate revenue growth.

Since the dawn of the Internet, marketers have regarded it as a vast laboratory, launching experiment after experiment to crack the code that generates sales and customer loyalty. Not surprising, most have failed. Consumers adopted digital technology as they themselves saw fit, in the process fundamentally altering the way they make purchasing decisions.1Companies that understand this evolution are now carefully moving digital interactivity toward the center of their marketing strategies, rethinking their priorities and budgets, and substantially reshaping their processes and skills…” Read More

Videos

THE DIGITAL AGE COURSE

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McKinsey Consumer Decision Journey

by Tim Spark

March 23, 2011

Toyota_logo

To Be a Dad Official Commercial

by Toyota Camry

January 26, 2015

Lectures

  • null

    Katie Krueger

    Marketing Instructor

THE DIGITAL AGE COURSE

Lecture Slides

[embeddoc url=”http://www.MarketingintheDigitalAge.com/wp-content/uploads/2016/03/Unit-1-Slides.pptx” width=”55%” height=”380px” download=”all”]

Lecture Transcription

[embeddoc url=”http://www.MarketingintheDigitalAge.com/wp-content/uploads/2016/03/Unit-1-Lecture-transcription.pdf” download=”all”]

Lecture Audio


http://www.MarketingintheDigitalAge.com/wp-content/uploads/2016/03/Unit-1-Lecture.mp3

Homework

THE DIGITAL AGE COURSE

Resources

THE DIGITAL AGE COURSE

harvard

Online Marketing at Big Skinny

by Benjamin Edelman and Scott Duke Kominers

February 2011

“Describes a wallet maker’s application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Discusses similarities and differences between online and off-line marketing, as well as issues of marketing campaign evaluation…” Purchase Now

Follow-up Questions

  1. What should Kiril focus on next? What should be his lowest priority?  Why?
  2. Evaluate Big Skinny’s sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its bid?  To lower its bid?
  3. How effectively is Big Skinny using social media to sell its wallets?
  4. Should Big Skinny expand its partnerships with online distributors?

Recommended Books for Purchase

  • Baer, Jay. Youtility: Why Smart Marketing Is about Help Not Hype.  Print.

  • Berger, Jonah. Contagious: Why Things Catch on. Print.

  • Holiday, Ryan. Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising. Print.

  • Jarvis, Jeff. Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live. New York, NY: Simon & Schuster, 2011. Print.

  • Strauss, Judy, Raymond Frost. E Marketing. Upper Saddle River, NJ: Prentice Hall, 2001. Print.

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Contagious

by Jonah Berger
March 5, 2013

Purchase Now
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Growth Hacker Marketing

by Ryan Holiday
Sept. 30, 2014

Purchase Now
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Public Parts

by Jeff Jarvis
January 10, 2015

Purchase Now
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E-Marketing

by Judy Strauss
July 11, 2013

Purchase Now
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Youtility

by Jay Baer
June 27, 2013

Purchase Now

Review Questions

THE DIGITAL AGE COURSE
  •  Multiple Choice Questions

  • 1. Which of the following is an example of a consumer-driven touch point?
Submit
  • Discussion Questions

  1. Based on the reading, Four Ways to Make an Impact with Digital Marketing, and given these three shifts in marketing (consumer in charge, content is currency, the value of publicness) what do you see marketers doing today that works?
or
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Search: Getting Your Business Found
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Email Marketing
Social Media
Analytics

Marketing in the Digital Age
University of Wisconsin, Madison
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