Meet Our Expert: Alicia Morga, Digital Marketing Instructor, GA San Francisco
Learn In-Demand Skills in Our Digital Marketing Courses and Bootcamps in Sydney
Nick Anderson, a Web Development Immersive instructor at GA Denver, says, “A brand is much more than a name and a logo — it’s the emotional and cognitive connection a company or product has with the rest of the world. As Entrepreneur writer John Williams says, ‘Your brand is your promise to your customer.’
“Branding isn’t a science; it’s an art that requires both a wide collection of tools and a discerning perspective to effectively steer. At General Assembly, in our part-time Digital Marketing course and full-time User Experience Design Immersive program, we explore these nuances using case studies and skills like user research, competitive analysis, and visual design. We believe in a holistic approach to our work, inviting students to collaborate with seasoned designers and marketers to better understand their role in the success of their clients. We look at the stumbling blocks other companies have faced in order to better avoid them, as well as the successes that fuel the kind of work we love to do.”
Alicia Morga, Digital Marketing instructor at GA San Francisco, says, “Content marketing encompasses the creation, editing, and distribution of content to help a specific target customer along in their journey toward a business. It’s marketing that simply looks like content. And that’s why it’s a secret weapon every marketer must have. Content marketing can look like a blog with tips, content hubs with engaging and useful content, white papers, podcasts, videos, and more.
“In an increasingly savvy world where most people don’t like being sold to and can see an advertisement coming from a mile away, content marketing is more important than ever. Content marketing allows marketers to couch their message in meaningful contexts — in short, to give before they get.”
Customer relationship management (CRM) is the practice of optimising a company’s interaction with its consumers. To do that, CRM software and technology — like Salesforce and Oracle — collect user information across various touchpoints (social media, live chat, etc.). Smart usage of these systems helps marketers curate an experience to each customer’s needs.
From awareness to purchase to customer service, and everything in between, the customer journey encompasses key interactions between a brand and a consumer. Smart marketers keep a close eye on this journey to identify and address pain points, inconsistencies, and other missed opportunities. The result: A best-in-class customer experience that boosts their likelihood of becoming a loyal brand advocate.
Display advertising is one of the most common forms of digital advertising, seen on websites and apps as banner ads, videos, and more. Unlike native advertising, display ads are not formatted to blend into its context. Instead, it has targeted messaging and a call to action for users to click through.
Whenever you buy or sell products or services over the internet — on Amazon, Etsy, eBay, or your own store, for example — you’re taking part in eCommerce. To attract and keep customers, it’s crucial to create eCommerce experiences that are branded, consistent, and user friendly, and feel connected across various channels, both online and offline.
With the influx of new social media marketing tactics, many marketers overlook the power of a tried-and-true platform: email. Effective email marketing campaigns incorporate personalisation, strategically segment customers, and engage people with valuable content and conversion-friendly design. Email marketing is also a great way to test and discover what appeals to customers, uncovering insights that inform smarter decisions.
People today tend to trust humans over ads from corporations, so they often turn to bloggers or other expert figures for recommendations. Influencer marketing is an effective way for brands to connect with potential customers through the voice of someone they respect, leveraging existing audiences that align with their target to reach masses of people with a single post.
Real-time access to data in digital marketing is a key differentiator from traditional methods, which rely on post-campaign data to determine success. In order to maximise a marketing campaign’s effectiveness and prove its success, it’s vital to pay close attention to marketing analytics. Learning to navigate tools and techniques that measure, manage, and analyse campaigns gives you more control over a campaign’s return on investment (ROI) across all its channels.
Our on-the-go world means a mobile marketing strategy is a must for startups and Fortune 500s alike. To reach audiences in these moments, marketers need to consider location, device, screen size, connectivity, and more when planning a campaign strategy and creative. In doing that, they must also think about how to create great experiences in mobile-first channels, like text, apps, and social.
If you’ve scrolled through a news site or your Twitter feed, you’ve experienced native advertising — ads that match the form and function of the platform on which they’re served. To succeed, native ads need to offer up sponsored content that fits naturally within the site’s appearance and subject matter, leading to high user-engagement rates.
Performance marketing is a strategy in which advertising spends are closely tied to a conversion event — like a sale, lead, or click. For lower-funnel direct-response campaigns, keeping a close eye on performance and optimisation can significantly boost the return on ad spend.
When a brand’s message resonates with people on a deeper level, it’s much more likely to have a high engagement rate and better overall customer experience. Personalised marketing leverages user data and new technologies to learn customers’ preferences and deliver exactly the right message to the right person at the right time.
Automated and efficient, programmatic advertising does a lot of heavy lifting when it comes to ad buying and placement. Leveraging software and AI to buy ad space and target users with preset data, it helps to ensure the right people see relevant advertising online and requires a constant eye for optimisation and measurement.
Search is critical for reaching potential customers, but sometimes SEO isn’t enough to get to the top. Search engine marketing (SEM) focuses on increasing a website’s search-engine ranking by bidding on target keywords. A smart SEM strategy can target searchers who are most likely to convert with ads that appear at the top of a results page and boost brand visibility and conversion rates.
Search is extremely powerful because it allows brands to reach high-intent users who are likely to become customers. Companies rely on search engine optimisation — or SEO — to boost their visibility in organic search results and reach these people. By building an SEO-friendly site structure and creating content around what people are searching, a site’s ranking will improve on engines like Google, Bing, and Yahoo!, driving more traffic and increasing awareness for free.
Social Media Marketing
In today’s digitally connected world, much of the time people spend online is on social media. Integrating platforms like Facebook, Instagram, Twitter, and others into a campaign is key for growing and maintaining a brand. By understanding the data and analytics that enable tracking and optimising campaigns, social media marketing becomes an effective and direct avenue to the consumer.