Analyzing the Digital Consumer

The world of communication has changed. Today, the primary driver of communication is the digital ecosystem. This is true in all arenas, particularly commerce and marketing. Someone is taking action digitally or talking about your brand on social media. You may or may not be part of this conversation, but content is being developed and decisions are being made about whether to research and purchase your product. Stay ahead of the competition by learning how to research and grow market share through social and digital media. Learn how the digital ecosystem is changing the way consumers buy and are influenced to buy, and how brands can research and market their products via digital outlets. Business is only experiencing the early stages of the impact that digital communications and technology, particularly mobile shopping and social media, will have on commerce. Learn about the current state of social media, content marketing, and influencer marketing. Gain the skills to develop objectives, strategies, and campaigns to execute social media marketing plans and to analyze the results. Become familiar with earned media, paid media, and owned media; social media best practices; and the reasons and the ways to drive customer and influencer reviews and recommendations. Learn how to develop and execute content that drives brand advocacy, positive reviews, and empowering recommendations among your brand’s loyal fans—getting the attention of your best prospects.

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