Impulsando la transformación del marketing digital from Coursera

Este curso es el tercero de la especialidad de Marketing digital. Si llegaste hasta este punto eso quiere decir que te interesa mucho el marketing digital y que deseas integrarlo completamente a tu empresa o marca.

En este curso se verá la importancia que tiene la transformación del marketing digital, ya que como sabrás, esta disciplina no es estática, sino que es dinámica y cambia contantemente. Veremos que retos lleva esta transformación, así como las principales herramientas para superarlos. Te invito a que continúes con este curso y espero sea de tu interés y aplicación.

• Reconocer la importancia de la transformación del marketing digital en el contexto empresarial.

• Analizar la gestión de la marca en la economía digital para desarrollar la ejecución de la estrategia de marketing digital adecuada y obtener beneficios a la empresa.

• Conocer las principales herramientas e indicadores en el marketing digital para posicionar a la marca en diferentes contextos y lograr una estrategia exitosa.

What's inside

Syllabus

Estrategia de negocios

El Marketing digital ha tenido que evolucionar o transformarse para adaptarse mejor a los nuevos consumidores. Cada vez el uso del Internet como medio de comunicación es más común. La estrategia del marketing digital en combinación con la estrategia de los negocios busca una mayor expansión de la marca y beneficios para la empresa. Sin embargo, la transformación del marketing digital también ha llevado a mayores retos para las empresas. En este primer tema vamos a abordar el concepto de transformación del marketing digital, así como la estrategia de negocios y los retos relacionados.

Estrategia disruptiva

Para llevar a cabo la ejecución del marketing digital se necesita establecer una estrategia. La estrategia debe ser disruptiva y aliada a los objetivos del negocio. En el mundo actual una buena estrategia de marketing digital debe utilizar la automatización para poder analizar mejor los datos con los que se cuenta y tomar decisiones. Además de la automatización, es aconsejable que las marcas sean gestionadas en la economía digital con apoyo de las plataformas digitales que facilitan la comunicación y el intercambio de información.

Marketing digital y análisis de redes sociales

Para gestionar la estrategia del Marketing digital existen diversas herramientas que pudieran apoyar a las marcas, estas herramientas o TI esencial para los especialistas de marketing digital y análisis del negocio se consideran a partir de su funcionalidad para reforzar las ventas. Además, existen indicadores que apoyan a las marcas a conocer si está funcionando y como está funcionando su estrategia de marketing digital, o si se deben hacer cambios.

Análisis de marketing avanzado

Finalmente, para que una empresa pueda realizar una mejor gestión de su marca desde la economía digital debe considerar que la comunicación ha cambiado y tiene una influencia muy grande en la era digital. Aplicar diversas técnicas de comunicación y comprender los cambios que se han originado para tener un mundo dinámico y conectado son bases esenciales para vivir la transformación del Marketing digital.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Se orienta a profesionales del marketing y propietarios de negocios que buscan integrar el marketing digital en sus organizaciones

Desarrolla habilidades y conocimientos esenciales para planificar y ejecutar estrategias de marketing digital efectivas

Proporciona conocimientos actualizados sobre las tendencias y tecnologías emergentes en marketing digital

Requiere conocimientos previos en marketing digital o áreas relacionadas

Se dicta en español, lo que puede limitar su accesibilidad para estudiantes que no hablan este idioma

No se menciona la duración o carga de trabajo estimada del curso, lo que dificulta a los estudiantes planificar su tiempo

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 Impulsando la transformación del marketing digital with these activities:

Gather a collection of digital marketing resources

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Gathering a collection of digital marketing resources will help you to have a central location for all of the information you need to succeed in this course and beyond.

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Create a bookmark folder or document to store your resources.
Add links to the following types of resources:
Articles
Blog posts
Videos
Tutorials

Volunteer for a digital marketing organization

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Volunteering for a digital marketing organization will allow you to gain hands-on experience and give back to the community.

Browse courses on Nonprofit

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Find a digital marketing organization that you are interested in.
Contact the organization and inquire about volunteer opportunities.
Attend a volunteer training session.

Review of digital marketing concepts

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Reviewing digital marketing concepts will help you to build a stronger foundation for this course and better understand the material covered in the lectures.

Browse courses on Digital Marketing

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Review your notes from previous marketing courses.
Read articles and blog posts about digital marketing.
Watch videos and tutorials about digital marketing.

Four other activities

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Practice using digital marketing tools

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Practicing using digital marketing tools will help you to become more proficient in using them and gain the confidence to use them in your own work.

Browse courses on Digital Marketing Tools

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Sign up for a free trial of a digital marketing tool.
Explore the tool's features.
Create a few test campaigns.

Develop a digital marketing plan for a small business

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Developing a digital marketing plan will help you to apply the concepts you learn in this course to a real-world scenario and gain hands-on experience.

Browse courses on Digital Marketing Plan

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Identify the target audience for your small business.
Research the competition.
Develop a digital marketing strategy.
Create a digital marketing budget.
Implement your digital marketing plan.

Attend a digital marketing meetup or workshop

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Attending a digital marketing meetup or workshop will allow you to connect with other digital marketers and learn from their experiences.

Browse courses on Networking

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Find a digital marketing meetup or workshop in your area.
Attend the event.
Network with other attendees.

Contribute to an open-source digital marketing project

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Contributing to an open-source digital marketing project will allow you to give back to the community and gain experience in working on real-world projects.

Browse courses on Software

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Find an open-source digital marketing project that you are interested in.
Contact the project maintainers and ask how you can contribute.
Make a contribution to the project.

Career center

Learners who complete Impulsando la transformación del marketing digital will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

Digital Marketing Managers plan and execute marketing campaigns using digital channels such as search engines, social media, and email. This course can help you develop the skills needed to succeed in this role, such as developing and executing digital marketing strategies, managing social media campaigns, and analyzing website traffic. Additionally, this course will help you understand the latest trends in digital marketing and how to use them to your advantage.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

Social Media Managers are responsible for developing and executing social media strategies for businesses and organizations. This course can help you develop the skills needed to succeed in this role, such as creating and managing social media content, engaging with customers on social media, and tracking the results of social media campaigns. Additionally, this course will help you understand the latest trends in social media marketing and how to use them to your advantage.

See salaries and explore the career path for Social Media Manager

Content Marketer

Content Marketers are responsible for creating and distributing content that is valuable and relevant to a specific target audience. This course can help you develop the skills needed to succeed in this role, such as writing engaging content, promoting content on social media, and tracking the results of content marketing campaigns. Additionally, this course will help you understand the latest trends in content marketing and how to use them to your advantage.

See salaries and explore the career path for Content Marketer

Search Engine Optimization (SEO) Specialist

SEO Specialists are responsible for improving the visibility of websites in search engine results pages (SERPs). This course can help you develop the skills needed to succeed in this role, such as keyword research, on-page optimization, and link building. Additionally, this course will help you understand the latest trends in SEO and how to use them to your advantage.

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

Email Marketing Specialist

Email Marketing Specialists are responsible for creating and executing email marketing campaigns for businesses and organizations. This course can help you develop the skills needed to succeed in this role, such as writing effective email copy, designing email templates, and tracking the results of email marketing campaigns. Additionally, this course will help you understand the latest trends in email marketing and how to use them to your advantage.

See salaries and explore the career path for Email Marketing Specialist

Marketing Analyst

Marketing Analysts are responsible for collecting, analyzing, and interpreting marketing data to help businesses and organizations make informed decisions. This course can help you develop the skills needed to succeed in this role, such as data analysis, data visualization, and reporting.

See salaries and explore the career path for Marketing Analyst

Brand Manager

Brand Managers are responsible for developing and managing the brand identity of a company or organization. This course can help you develop the skills needed to succeed in this role, such as developing brand strategies, managing brand assets, and measuring brand performance. Additionally, this course will help you understand the latest trends in brand management and how to use them to your advantage.

See salaries and explore the career path for Brand Manager

Product Manager

Product Managers are responsible for developing and managing products for a company or organization. This course can help you develop the skills needed to succeed in this role, such as product development, product marketing, and product management. Additionally, this course will help you understand the latest trends in product management and how to use them to your advantage.

See salaries and explore the career path for Product Manager

Marketing Consultant

Marketing Consultants provide marketing advice and services to businesses and organizations. This course can help you develop the skills needed to succeed in this role, such as marketing strategy, marketing planning, and marketing implementation. Additionally, this course will help you understand the latest trends in marketing consulting and how to use them to your advantage.

See salaries and explore the career path for Marketing Consultant

Digital Marketing Strategist

Digital Marketing Strategists develop and execute digital marketing strategies for businesses and organizations. This course can help you develop the skills needed to succeed in this role, such as developing digital marketing plans, managing digital marketing campaigns, and measuring the results of digital marketing campaigns. Additionally, this course will help you understand the latest trends in digital marketing and how to use them to your advantage.

See salaries and explore the career path for Digital Marketing Strategist

Social Media Marketing Specialist

Social Media Marketing Specialists develop and execute social media marketing campaigns for businesses and organizations. This course can help you develop the skills needed to succeed in this role, such as creating social media content, managing social media accounts, and tracking the results of social media marketing campaigns.

See salaries and explore the career path for Social Media Marketing Specialist

Content Writer

Content Writers create and write content for a variety of purposes, such as marketing, advertising, and public relations. This course can help you develop the skills needed to succeed in this role, such as writing engaging content, editing content, and proofreading content. Additionally, this course will help you understand the latest trends in content writing and how to use them to your advantage.

See salaries and explore the career path for Content Writer

SEO Copywriter

SEO Copywriters write content that is optimized for search engines. This course can help you develop the skills needed to succeed in this role, such as writing keyword-rich content, optimizing content for search engines, and writing persuasive content. Additionally, this course will help you understand the latest trends in SEO copywriting and how to use them to your advantage.

See salaries and explore the career path for SEO Copywriter

Email Marketing Copywriter

Email Marketing Copywriters write copy for email marketing campaigns. This course can help you develop the skills needed to succeed in this role, such as writing persuasive copy, designing email templates, and writing subject lines. Additionally, this course will help you understand the latest trends in email marketing copywriting and how to use them to your advantage.

See salaries and explore the career path for Email Marketing Copywriter

Marketing Communications Manager

Marketing Communications Managers are responsible for developing and executing marketing communications campaigns for businesses and organizations. This course can help you develop the skills needed to succeed in this role, such as developing marketing communications plans, managing marketing communications campaigns, and measuring the results of marketing communications campaigns. Additionally, this course will help you understand the latest trends in marketing communications and how to use them to your advantage.

See salaries and explore the career path for Marketing Communications Manager

Impulsando la transformación del marketing digital

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