¿Qué hacer con tu estrategia digital en tiempos de cambio? from Coursera

What's inside

Syllabus

Fase anterior (Personas)

En este primer tema revisaremos la importancia de identificar claramente nuestro mercado meta. Así mismo conoceremos los elementos más relevantes para crear mensajes que, adecuándose a las características del mercado, logren conexiones duraderas que ayuden a cumplir los objetivos comerciales de la empresa.

Fase durante (Estrategia)

En este segundo tema analizaremos las herramientas para lograr generar una captación efectiva de prospectos utilizando nuestros canales digitales, así como las estrategias para crear una vinculación efectiva con los clientes. De la misma manera, realizaremos un análisis de los elementos clave para lograr que nuestros contactos en medios digitales se conviertan en ventas.

Fase Posterior (Ejecución)

Bienvenido al tema tres: Generación de experiencia y lealtad donde para alcanzar el sueño de vender sin tener que buscar a los clientes y que los clientes vengan solos a buscarnos, debemos construir una máquina de generación de lealtad. Como estos dispositivos aún no se inventan, debemos construir el propio, para lo cual comenzaremos por comprender como crear una experiencia centrada en el cliente. Continuaremos por dimensionar el valor de cada cliente para la compañía y con ello el potencial de implementar esta estrategia. Para después definir un marco de referencia que nos habilite a generar esa lealtad en los clientes apoyados de elementos tecnológicos y digitales.

Fase económica (Flujo de efectivo)

La cuarta fase de la estrategia digital en tiempos de cambios se llama fase económica. Después de seleccionar el mercado objetivo y elaborar el mensaje, diseñar la estrategia mediante la captura de prospectos y conversiones de ventas, así como su ejecución, llegamos a la fase relacionada con el flujo de efectivo. En este tema se verá la optimización de los motores de búsqueda y la publicidad en medios digitales con el fin de obtener un mayor recurso económico. Por último, se revisará la analítica en el contexto online y su importancia para la estrategia digital.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Diseñado para emprendedores y empresarios de pequeñas y medianas empresas, así como ejecutivos en áreas comerciales que buscan conocer los fundamentos y estrategias básicas de la estrategia digital

Hace énfasis en el uso de herramientas de comunicación en medios digitales en el contexto de situaciones que presentan desafíos específicos como el lanzamiento de un negocio o marca, o la superación de una crisis

Los instructores, Sidney A. Ornelas Sánchez, Gricel Deyanira Castillo Cantú y José Ernesto Grimaldo Tijerina, no son mencionados en la información proporcionada

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in ¿Qué hacer con tu estrategia digital en tiempos de cambio? with these activities:

Revise Digital Marketing Fundamentals

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Review foundational digital marketing concepts to refresh your understanding and strengthen your base before diving into this course.

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Go through your notes or past coursework on digital marketing basics.
Review articles or blog posts that summarize core digital marketing concepts.
Take practice quizzes or mock tests to assess your understanding.

Create a Digital Marketing Resource Library

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Organize and expand your course materials by creating a resource library. This will provide easy access to relevant articles, videos, and tools, enhancing your learning experience and future reference.

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Gather resources from the course materials, online sources, and your own notes.
Organize the resources into categories or folders.
Use a digital tool or create a physical library for easy access.

Explore Google Analytics Tutorial

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Enhance your understanding of web analytics by following guided tutorials on Google Analytics. This will provide practical insights into website performance and user behavior.

Browse courses on Google Analytics

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Enroll in a free online course or tutorial on Google Analytics.
Follow the guided lessons and complete hands-on exercises.
Analyze sample data to gain insights into website traffic.

Four other activities

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Create Social Media Content Calendar

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Develop a practical understanding of content planning by creating a social media content calendar. This will help you visualize and plan effective content strategies.

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Choose a social media platform to focus on.
Identify your target audience and their interests.
Plan content themes and topics for different days or time slots.
Create a spreadsheet or use a content calendar tool to track your plan.

Participate in a Digital Marketing Study Group

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Join a study group to discuss course concepts, share insights, and test your understanding with peers. This collaborative approach can enhance your learning experience.

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Find or form a study group with fellow students enrolled in the course.
Set regular meeting times and discuss specific topics or assignments.
Share notes, resources, and ideas with each other.

Attend a Workshop on Social Media Advertising

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Expand your knowledge of social media advertising by attending a workshop. These workshops offer hands-on training and expert insights to help you effectively utilize social media platforms for paid campaigns.

Browse courses on Social Media Advertising

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Research and find a workshop that aligns with your interests.
Register and attend the workshop.
Actively participate in the discussions and exercises.

Develop a Digital Marketing Campaign Proposal

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Apply your knowledge by creating a comprehensive digital marketing campaign proposal. This will help you synthesize your understanding and demonstrate your ability to plan and execute a campaign.

Browse courses on Marketing Strategy

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Define the campaign objectives and target audience.
Conduct market research and competitor analysis.
Develop a detailed plan outlining your marketing strategies and tactics.
Estimate the budget and resources required.
Present your proposal to a mock client or instructor for feedback.

Career center

Learners who complete ¿Qué hacer con tu estrategia digital en tiempos de cambio? will develop knowledge and skills that may be useful to these careers:

Sales Manager

Sales Managers are responsible for leading and managing sales teams. They develop and implement sales strategies, and they motivate and coach their teams to achieve their goals. This course may be useful for those who want to become Sales Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Sales Manager

Data Analyst

Data Analysts are responsible for collecting, analyzing, and interpreting data. They use their findings to help businesses make better decisions. This course may be useful for those who want to become Data Analysts because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Data Analyst

Web Developer

Web Developers are responsible for designing and developing websites. They work with clients to understand their needs and create websites that are both functional and visually appealing. This course may be useful for those who want to become Web Developers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Web Developer

Product Manager

Product Managers are responsible for developing and managing products. They work with teams to define product features, specifications, and timelines. This course may be useful for those who want to become Product Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Product Manager

Business Development Manager

Business Development Managers are responsible for identifying and developing new business opportunities. They work with clients to understand their needs and develop solutions that meet their goals. This course may be useful for those who want to become Business Development Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Business Development Manager

Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are successful with the products or services they have purchased. They work with customers to identify and resolve problems, and they provide training and support. This course may be useful for those who want to become Customer Success Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Customer Success Manager

Account Manager

Account Managers are responsible for managing relationships with clients. They work to ensure that clients are satisfied with the products or services they are receiving. This course may be useful for those who want to become Account Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Account Manager

Social Media Manager

Social Media Managers are responsible for developing and executing social media strategies. They create and publish content, engage with followers, and track results. This course may be useful for those who want to become Social Media Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

A Digital Marketing Manager oversees the planning and execution of digital marketing campaigns. They develop and implement strategies to increase brand awareness, generate leads, and drive sales. This course may be useful for those who want to become Digital Marketing Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Digital Marketing Manager

Marketing Consultant

Marketing Consultants provide advice and guidance to businesses on marketing strategy. They help businesses develop and implement marketing plans that are designed to achieve their goals. This course may be useful for those who want to become Marketing Consultants because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Marketing Consultant

Content Marketing Manager

Content Marketing Managers are responsible for developing and executing content marketing strategies. They create and publish content that is designed to attract and engage customers. This course may be useful for those who want to become Content Marketing Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Content Marketing Manager

Search Engine Optimization (SEO) Specialist

SEO Specialists are responsible for optimizing websites and content for search engines. They help businesses improve their visibility and ranking in search results. This course may be useful for those who want to become SEO Specialists because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Email Marketing Specialist

Email Marketing Specialists are responsible for developing and executing email marketing campaigns. They create and send emails that are designed to promote products or services and generate leads. This course may be useful for those who want to become Email Marketing Specialists because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Email Marketing Specialist

Marketing Operations Manager

Marketing Operations Managers are responsible for planning and executing marketing campaigns. They work with teams to develop and implement marketing strategies, and they track results to measure the success of campaigns. This course may be useful for those who want to become Marketing Operations Managers because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Marketing Operations Manager

Digital Strategy Consultant

Digital Strategy Consultants provide advice and guidance to businesses on digital marketing strategy. They help businesses develop and implement digital marketing plans that are designed to achieve their goals. This course may be useful for those who want to become Digital Strategy Consultants because it provides a foundation in digital marketing strategy, including the use of tools for communication, lead generation, and customer relationship management.

See salaries and explore the career path for Digital Strategy Consultant