When it comes to digital marketing, Four Seasons is leading the pack in the hotel industry...but it wasn't always that way.
Click here to learn more about BrainStation’s Digital Marketing Course!
It’s been two weeks of ‘back to school’ and what a great couple weeks it has been. Both Week 1 and Week 2 have far exceeded my expectations. I wish school was like this way back when I went to school; perhaps it’s part of the reason I never finished. I chose Digital Marketing at BrainStation to take what I’ve learned over the years and combine that with some formal training from industry professionals. I was worried I was going to be reviewing the basics and this could potentially be a huge waste of my time. I was dead wrong. Some “common” vocabulary used over the past two weeks: Google it, ping me, KPI’s, opt in/opt out, A/B test, SEO, SEM, UX/UI, CTA’s, algorithm, CPC, CPA, keywords, meta tags, hash tags, subs, landing pages… The list goes on! And yes, these terms are all common in the digital marketing world, and to my surprise I had heard most of them.
We covered an Intro to Digital Marketing in Week 1, and while I have a lot of previous experience with SWOT analysis, the exercise we did was definitely much more specific. For example, a few takeaways included breaking down a traditional SWOT into sub categories of the business and conducting a SWOT for each – Paid (ads), Owned (created, blog, website), Earned (PR), People (team), Processes, Technology (eg Shopify).
During Week 2, we took the foundation we established from Week 1 and begun building tactics, and more specifically SMART goals. We covered SMART goals, understanding a digital funnel, creating user personas based on our target audience, and last but not least, we were able to build a channel and communication plan.
Looking forward to next week already!