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Identifying, Attracting, and Growing Your Digital Audience

4.7 Filled star Filled star Filled star Filled star Half star
Based on 282 ratings
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Stephane Muller

Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals.

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Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals.

You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan.

Our learning goals for this course are to:

- Recognize the current landscape of the digital business environment.

- Develop an audience persona based on a target audience.

- Identify strategies to define, attract, and engage your audience online.

- Review an e-commerce experience and discuss how to improve customer experience.

- Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

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What's inside

Syllabus

Introduction to Digital Marketing
Welcome to Module 1: Introduction to Digital Marketing. In this module we will begin with an exploration of some common digital marketing terms and concepts you should be familiar with, and then we will take a look at the basic structures and models of doing business online. Finally, we will discuss how a brand’s identity and digital presence work together to help you connect with your audience.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Explores key digital marketing concepts and industry terminology
Provides strategies for identifying and defining target audiences
Offers techniques for attracting and building a digital audience
Explores strategies for maintaining audience engagement
Examines social media's role in audience building and engagement
Can help you build a digital marketing plan for your business

Save this course

Create your own learning path. Save this course to your list so you can find it easily later.
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Reviews summary

Practical guide to digital audience growth

According to students, this course is a highly practical and well-structured introduction to digital marketing, focusing on audience development. Learners appreciate its foundational strength, particularly the modules on audience persona development and social media strategy. While some experienced marketers found the content a bit basic or desired more in-depth strategies, the course is widely recommended for beginners and those seeking a clear roadmap to attract and grow their digital audience. There were isolated remarks about content updates, but overall, it remains a valuable resource for applying digital marketing principles.
Generally relevant, but some aspects could benefit from updates.
"I wish there were more updated case studies, as digital marketing changes so quickly, but the core ideas are solid."
"While the basic concepts are covered, I felt some of the content was a bit outdated, especially regarding social media algorithms."
"The core principles are still very strong and applicable, even if some examples feel a little dated in the current landscape."
Assignments guide building a marketing plan, though some desire more challenge.
"The practical exercises really helped me grasp the concepts and apply them directly to my business ideas."
"The activities in this course are all designed to guide you through different sections of a digital marketing plan, which I found useful."
"The assignments could be more challenging; I think more hands-on projects would elevate it further for a deeper dive."
Well-organized modules with clear explanations from the instructor.
"The instructor's clear explanations and real-world examples were fantastic; it made complex topics easy to understand."
"The course is well-paced and the instructor breaks down complex ideas into digestible modules, which helped a lot."
"I found the course to be very well-structured and easy to follow, making the learning process smooth and enjoyable."
Excellent for beginners and those building a digital marketing base.
"Excellent course for beginners! I learned so much about identifying my target audience and then attracting them effectively."
"A solid foundation in digital audience building. This course is well-structured and easy to follow for new learners."
"This course provided a clear roadmap for me to identify and connect with my target audience. Highly recommend for new marketers."
Provides immediately applicable strategies and tools.
"This course is incredibly practical and immediately applicable. The audience persona development module was a game-changer for my business."
"I loved the focus on building a digital marketing plan step-by-step. The practical exercises really helped me grasp the concepts."
"I learned how to use practical tools and strategies that I could apply immediately to my work to grow my online presence."
May be too basic or introductory for experienced marketers.
"Some parts felt a bit introductory for someone with prior marketing knowledge, expecting more advanced topics."
"Very basic content, felt like a rehash of readily available information. No real depth or unique insights for experienced pros."
"I was looking for more advanced tactics. It's a decent overview, but not deep enough for experienced marketers."

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 Identifying, Attracting, and Growing Your Digital Audience with these activities:
Complete Google Analytics exercises
Complete these exercises to build foundational knowledge of Google Analytics before starting the course.
Browse courses on Google Analytics
Show steps
  • Follow the Google Analytics Academy course.
  • Complete the associated practice exercises.
Read 'Digital Marketing for Dummies'
Review the fundamentals of digital marketing as covered in this book to better prepare for this course.
View Digital Marketing For Dummies (For Dummies... on Amazon
Show steps
  • Acquire a copy of the book.
  • Read the first three chapters.
  • Summarize the key points of each chapter in your own words.
Follow a tutorial on email marketing
This tutorial will teach you the basics of email marketing, including how to create effective email campaigns.
Browse courses on Email Marketing
Show steps
  • Find a reputable tutorial on email marketing.
  • Follow the steps in the tutorial.
  • Create a practice email campaign.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Join a study group
Joining a study group will allow you to connect with other students and work together to achieve your learning goals.
Show steps
  • Find a study group that meets your needs.
  • Attend study group meetings regularly.
  • Participate in discussions and activities.
Develop a marketing persona
This activity will provide you with valuable practice defining your target audience, which is a key concept in digital marketing.
Browse courses on Target Audience
Show steps
  • Identify the demographics of your target audience.
  • Describe their psychographics, such as their interests and values.
  • Create a name and brief backstory for your persona.
Attend a social media marketing workshop
This workshop will provide you with practical tips and strategies for using social media to reach your target audience.
Browse courses on Social Media Marketing
Show steps
  • Research and find a reputable workshop.
  • Register for the workshop.
  • Attend the workshop and take notes.
Develop a digital marketing plan
This project will allow you to apply the concepts you learn in this course to a real-world scenario.
Browse courses on Digital Marketing Plan
Show steps
  • Define your marketing goals and objectives.
  • Identify your target audience.
  • Develop your marketing strategies.
  • Create a budget for your marketing plan.

Career center

Learners who complete Identifying, Attracting, and Growing Your Digital Audience will develop knowledge and skills that may be useful to these careers:
Marketing Manager
A Marketing Manager develops and executes marketing campaigns to promote products or services. This course can help you succeed in this role by providing you with a strong foundation in digital marketing principles. You will learn how to identify and target your audience, create effective marketing content, and measure the results of your campaigns.
See salaries and explore the career path for Marketing Manager
Social Media Manager
A Social Media Manager plans and executes social media campaigns to promote products or services. This course will provide you with the skills you need to succeed in this role, including how to develop a social media strategy, create engaging content, and measure the results of your campaigns.
See salaries and explore the career path for Social Media Manager
Content Marketer
A Content Marketer creates and distributes content to attract and engage an audience. This course will teach you how to create effective content, including blog posts, articles, videos, and social media posts.
See salaries and explore the career path for Content Marketer
Digital Marketing Analyst
A Digital Marketing Analyst measures the results of digital marketing campaigns and provides insights to improve performance. This course can help you succeed in this role by providing you with a strong foundation in digital marketing analytics.
See salaries and explore the career path for Digital Marketing Analyst
Search Engine Optimization (SEO) Specialist
An SEO Specialist optimizes websites and content to improve their visibility in search engine results pages (SERPs). This course will help you learn the basics of SEO and how to apply it to your own website.
See salaries and explore the career path for Search Engine Optimization (SEO) Specialist
Email Marketing Specialist
An Email Marketing Specialist creates and executes email marketing campaigns to promote products or services. This course will provide you with the skills you need to succeed in this role, including how to develop an email marketing strategy, create effective email content, and measure the results of your campaigns.
See salaries and explore the career path for Email Marketing Specialist
Public relations manager
A Public Relations Manager develops and executes public relations campaigns to promote products or services. This course will provide you with the skills you need to succeed in this role, including how to develop a public relations strategy, create effective PR content, and measure the results of your campaigns.
See salaries and explore the career path for Public relations manager
Advertising Manager
An Advertising Manager develops and executes advertising campaigns to promote products or services. This course will provide you with the skills you need to succeed in this role, including how to develop an advertising strategy, create effective advertising content, and measure the results of your campaigns.
See salaries and explore the career path for Advertising Manager
Market Research Analyst
A Market Research Analyst conducts market research to gather data about consumers and markets. This course will provide you with the skills you need to succeed in this role, including how to design and conduct market research studies, analyze data, and develop insights.
See salaries and explore the career path for Market Research Analyst
Product Manager
A Product Manager develops and manages products and services. This course may be useful for this role by providing you with a better understanding of how to identify and target your audience, create effective marketing content, and measure the results of your marketing campaigns.
See salaries and explore the career path for Product Manager
Sales Manager
A Sales Manager leads and manages a sales team to achieve sales goals. This course may be useful for this role by providing you with a better understanding of how to identify and target your audience, create effective marketing content, and measure the results of your marketing campaigns.
See salaries and explore the career path for Sales Manager
Business Development Manager
A Business Development Manager identifies and develops new business opportunities. This course may be useful for this role by providing you with a better understanding of how to identify and target your audience, create effective marketing content, and measure the results of your marketing campaigns.
See salaries and explore the career path for Business Development Manager
Account Manager
An Account Manager manages existing clients and relationships. This course may be useful for this role by providing you with a better understanding of how to identify and target your audience, create effective marketing content, and measure the results of your marketing campaigns.
See salaries and explore the career path for Account Manager
Customer Success Manager
A Customer Success Manager helps customers achieve success with a product or service. This course may be useful for this role by providing you with a better understanding of how to identify and target your audience, create effective marketing content, and measure the results of your marketing campaigns.
See salaries and explore the career path for Customer Success Manager
Project Manager
A Project Manager plans and executes projects. This course may be useful for this role by providing you with a better understanding of how to identify and target your audience, create effective marketing content, and measure the results of your marketing campaigns.
See salaries and explore the career path for Project Manager

Reading list

We've selected eight books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Identifying, Attracting, and Growing Your Digital Audience.
Cover image
EBOOK: Principles and Practice of Marketing, 9e
Save
Comprehensive guide to digital marketing, covering a wide range of topics such as digital marketing strategy, content marketing, and social media marketing. It valuable resource for both beginners and experienced digital marketers.
EBOOK: Principles and Practice of Marketing, 9e
Kindle Edition
$$$
Cover image
LinkedIn Marketing
Save
Provides a comprehensive guide to LinkedIn marketing, covering essential concepts such as LinkedIn advertising, LinkedIn content marketing, and LinkedIn networking. It valuable resource for both beginners and experienced LinkedIn marketers.
LinkedIn Marketing: An Hour a Day
Paperback
$$
Cover image
Ultimate Guide to Email Marketing for Business
Save
Provides a comprehensive guide to Pinterest marketing, covering essential concepts such as Pinterest advertising, Pinterest content marketing, and Pinterest community management. It valuable resource for both beginners and experienced Pinterest marketers.
Ultimate Guide to Email Marketing for Business
Paperback
$$
Ultimate Guide to Email Marketing for Business
Kindle Edition
$
Cover image
The Innovative Thinking Bible
Save
Comprehensive guide to social media marketing, covering a wide range of topics such as social media strategy, content marketing, and social media advertising. It valuable resource for both beginners and experienced social media marketers.
The Innovative Thinking Bible
Paperback
Check
The Innovative Thinking Bible
Kindle Edition
Check
Cover image
Killing Marketing: How Innovative Businesses Are...
Save
Provides a comprehensive overview of content marketing, covering essential concepts such as content strategy, content creation, and content distribution. It valuable resource for both beginners and experienced content marketers.
Killing Marketing: How Innovative Businesses Are...
Paperback
Check
Killing Marketing: How Innovative Businesses Are...
Kindle Edition
Check
Cover image
Ultimate Guide to Google Ads
Save
Provides a comprehensive guide to Google AdWords, covering essential concepts such as keyword research, ad copywriting, and campaign management. It valuable resource for both beginners and experienced AdWords users.
Ultimate Guide to Google Ads
Paperback
$$
Ultimate Guide to Google Ads
Kindle Edition
$
Cover image
Wise Guy
Save
Provides practical advice on how to use social media to build relationships, generate leads, and drive sales. It valuable resource for both beginners and experienced social media marketers.
Wise Guy: Lessons from a Life
Hardcover
$$
(Français) Wise guy - Les secrets d'une icone de la Silicon...
Paperback
$$
(Português) Wise Guy: Lições de uma Vida
Hardcover
$$
(Français) Wise Guy - Les secrets d'une icône de la Silicon...
Kindle Edition
$
Cover image
The New Rules of Marketing and PR
Save
Provides a fresh perspective on marketing and PR, emphasizing the importance of storytelling, content marketing, and social media. It valuable resource for anyone who wants to stay ahead of the curve in the ever-changing world of marketing.
The New Rules of Marketing and PR: How to Use...
Paperback
$$
The New Rules of Marketing & PR: How to Use Content...
Paperback
$$
The New Rules of Marketing & PR: How to Use Social...
Paperback
$$
The New Rules of Marketing & PR, 6th Edition: How...
Audible Audiobook
$$
The New Rules of Marketing & PR: How to Use Content...
Paperback
$$
The New Rules of Marketing and PR: How to Use...
Paperback
$$
The New Rules of Marketing and PR (6th Edition)...
Paperback
$$
The New Rules of Marketing & PR: How to Use Social...
Paperback
$
The New Rules of Marketing and PR: How to Use...
Audible Audiobook
$$
The New Rules of Marketing and Pr, 5ed [Jan 01,...
Paperback
$$
The New Rules of Marketing and PR: How to Use...
Kindle Edition
$$

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Course image
Rating
4.7 Filled star Filled star Filled star Filled star Half star
Effort
13 hours to complete
Level
Introductory
Via
Coursera
Institution
University of California, Irvine
Instructor
Stephane Muller
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова Bahasa Indonesia ไทย қазақша tiếng Việt båså
This course belongs to a collection called E-Marketing. It's comprised of three courses:
  1. Mobile Marketing, Optimization Tactics, and Analytics
  2. Identifying, Attracting, and Growing Your Digital Audience (viewing)
  3. Strategies for Converting and Retaining Customers Online
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Explores key digital marketing concepts and industry terminology
Provides strategies for identifying and defining target audiences
Offers techniques for attracting and building a digital audience
Explores strategies for maintaining audience engagement
Examines social media's role in audience building and engagement
Can help you build a digital marketing plan for your business
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