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Hey, there.

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Eric here again. I wanna
go through the final video

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of our module one set of videos here,

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really covering the overview
introduction to the course.

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So, like I've mentioned before,

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this video is just gonna be about

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going over some of the digital
marketing landscape basics,

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just so we're all on the same
page before we dive deeper

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into each of the fundamental
digital marketing channels.

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Plus, I'm gonna end up
giving you some direction

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on what to do next now that
we're beginning week one

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and about to head into
a pretty busy week one

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as it relates to content, but that's okay.

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It's gonna be very, very manageable,

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sticking with myself asking questions

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and engaging with the community here.

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So let's get into the
digital marketing landscape.

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I think this slide, in my
years of doing marketing,

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this slide I think best summarizes

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a definition visually
of effective marketing.

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And if you think about it,
it makes a ton of sense,

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because how many times have
we been targeted by businesses

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that just don't get it, right?

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So when you think about marketing basics,

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inclusive of digital marketing,

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effective marketing's going
to be the intersection

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of what a brand has to say

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and what a customer's really interested in

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or has a need for, right?

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So you think about that intersection

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between what the brand has to say

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and what the customer needs or wants,

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that's where effective
marketing is going to happen.

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That's where the message
is going to be clear.

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That's where the attention
is gonna be gained.

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So really think about this
as effective marketing.

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When we talk about digital marketing,

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I wanna leave you with
a very simple definition

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about what digital marketing is,

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and that simply is just
consumers connected with brands,

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sorry, brands connecting with consumers

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through digital executions
and digital mediums, right?

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So the digital piece here is key.

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When you think about all the
digital touchpoint that exist,

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that's digital marketing.

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So you might be thinking
about other screens,

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like mobile, smart TVs.

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Yes, that is inclusive
in digital marketing.

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So go through this course

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listening to the fundamental channels

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about how they operate,

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but also think about how
those digital experiences

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can connect in supporting this definition.

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Now, this is probably one of
the biggest takeaway slides,

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mindset shifts that you
may have to embrace.

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Some of you may have
already heard about this

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prior to joining this program,

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but to me, this is a
big walkaway piece that,

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even after today, you can
leverage in your day-to-day

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and how you think about marketing.

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Traditionally, we talk about
marketing as the funnel,

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and the funnel has a place
in today's marketing,

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and that's about getting
customers through certain stages.

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But when it comes to effective marketing,

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I want you to think more
about a customer's journey,

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and this is a a diagram.

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McKinsey had released this study

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about the customer's journey,

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and think about it in a clockwise motion,

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that the journey a customer goes through

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before making a decision to
purchase any product or service.

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So it always starts with

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some additional consideration
set or some trigger

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that is, could be an ad, could
be a mention from a friend,

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could be just a need.

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My car broke down. I
need to buy a new car.

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That's the trigger.

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So whatever the trigger is,

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that's gonna start a customer's journey,

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and throughout their journey,

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they're gonna be actively
evaluating information

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before making a decision,

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whether that decision is
to download something,

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or in this case, make a purchase.

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But here's the kicker, right?

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Effective marketers today

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are focused on what happens
after that conversion event,

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whether that's the download,
whether that's the purchase,

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whether that's the video play.

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Whatever happens after
that moment of conversion

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is what's key to understanding

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the effectiveness of a customer's journey.

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And what we mean by
that is, think about it.

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The last time you purchased
something on Amazon,

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what showed up in your email inbox, right?

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Leave a review.

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After we download something,

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let's say it's a a piece of content,

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what ends up being sent to us,

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or what sort of ads do we start to see

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after completing that action?

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There's an element of
post-purchase communication

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that is key for marketers to understand,

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because once the purchase
is made, that is not it,

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'cause there's a lot of
things that marketers can do

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to still provide value to that customer.

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Now, as you follow this clockwise motion,

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and the post-purchase experience

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is about getting more information,

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more value in front of that customer,

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and then what happens

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is there is this interesting loyalty loop,

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known as if we can turn a paid customer

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or a customer has taken
a conversion action

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and increase their loyalty to our product,

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that will do nothing
but generate more sales,

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more traffic, more downloads.

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So the key here, the sweet
spot for a marketer nowadays

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is how to you generate this loyalty loop?

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And don't always think about loyalty loop

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about making purchases.

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Loyalty loops can happen if
you have a subscription service

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or if you have a guide to download, right?

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So it's really just about how
do you empower your customers

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to be advocates for your brand?

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And all that said

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in terms of the customer's
journey in this one slide.

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Now what's interesting is
when you start to layer in

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all the channels that
you're going to learn,

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now you start to see
this integrated picture

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of, oh, wait a minute.

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An ad can drive someone's,

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when someone's searching for
I need to buy a new laptop,

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well, let's page search in action

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to capture the active evaluation

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as well as the organic search,

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as well as the social media ad,

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as well as an email with more information.

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So start thinking about the
last time you made a purchase

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and the journey that you went on,

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not just to get to the purchase,

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but what happened after the purchase.

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So you start to listen

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and you'll learn from all
the different key channels

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that you're gonna be covering
in the next couple of weeks.

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Remember this slide.

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Remember, and you'll hear
this from the instructors,

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how that channel works inside
of the customer's journey.

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This is a key concept

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that some people get paid a lot of money

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to come into a business
and help them figure out

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what is their specific target
persona or customer's journey?

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'Cause then, as you can imagine,

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helps you to better effectively use

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these digital marketing channels.

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So, like I said in the other video,

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the fundamentals are key to success here.

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These are the fundamental channels.

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When used correctly, you can
see here targeting a journey,

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you can be extremely
effective as a marketer.

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And all this to say, here's another slide

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that just represents all
the different touchpoints

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that a consumer can be exposed to.

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And this is a great cheat sheet

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I've used actually when
making marketing plans,

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just considering all the
different touch points

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and requirements for
an integrated campaign.

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The lines connecting
here I think is critical,

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because it's basically summarizing

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that you can't just operate in a vacuum

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with one or two channels.

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You have to think about
all the touch points.

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Integrated campaigns are a
must for marketers today,

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but I leave you with
a, there's a but here.

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Given all that, here's what
we want to keep in mind here

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from the marketing landscape

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specific to heading into this course.

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There's a challenge now

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being faced by marketing or marketers,

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and this is a quote coming
from Michael Brenner,

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a content marketing expert.

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And he coined this at a conference saying,

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"Hey, listen, marketing's
got a marketing problem,"

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and I think it's key
that we all embrace that

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and understand that as we go
through each of these weeks,

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'cause it'll allow you
to really appreciate

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the best practices,

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all the content our instructors
are providing to you

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about those channels.

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But marketing itself,

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being a marketer has a marketing problem,

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and the problem for marketers today

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is even thinking about
that customer journey,

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think about customers,

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and that's, again, we
are customers ourselves.

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Customers have so many choices.

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Choices with direct to consumer,

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choices with discount shopping,

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choices with competitors that
are cutting prices, right?

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So the choice of a customer today is vast.

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Couple that with the fact
that attention spans,

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I mean, I see my teenagers

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and how they consume content on a phone,

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and maybe there's a second or two

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before it's time to move on,

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and these teenagers will
be consumers of the future.

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Yikes.

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So getting the attention

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when we're conditioning
ourselves now to be,

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it's two seconds and move
on, that's a challenge.

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With all this information,

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you have good marketers,
you have bad marketers.

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There's a lot of crap that's being sent,

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a lot of noise being
sent to us as consumers,

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but marketers, we need
to be aware of that.

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Look at your inbox, look
at your spam folder.

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When's the last time you looked
at your spam folder or email

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and you see all this stuff

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that's just trying to get your attention,

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but most of it is noise?

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Now when it comes to
consuming that content, right,

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this talks about the vehicles

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where you're gonna learn about mobile,

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mobile ad strategy in this program,

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but also, you know, it isn't
just the mobile device.

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The smart TV is now becoming a device

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that is effective at getting attention.

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Billboards and bus shelters
have become interactive,

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where now they become
vehicles for consuming content

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for marketers to consider

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when trying to get the
attention of our consumers.

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So there's choices on not just products

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but also how to consume what
you want to read or see.

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Now, the big question after all this is,

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well, then Eric, how do we stay relevant

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as marketers trying to reach customers?

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And you know, it's pretty simple.

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Go back to that first
slide that I showed you.

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If you're not focusing on
what the customer's needs are,

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then you're missing the point,

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then a lot of what the brand
is saying is going to be noise.

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So you must remember to always
think about those customers.

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Survey the customers.

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Ask questions of customers.

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Go walk a mile in the
shoes of your customer,

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or even your prospect,

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those that are considering a purchase

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of your product or service.

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Always, when I consult with
companies and I ask them,

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"When's the last time you
surveyed your current customers?"

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they look at me and they
say, "Why would we do that?"

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And to me, that's a, "Oof!"

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That is a moment of,

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wait a minute, there's
an opportunity here.

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So always be listening to your customers,

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because in doing so,

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this goes back to that customer journey,

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we're all seeking to make sure

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that we're sending the right
message to the right person,

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the right target audience
at the right time.

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I'll even add through the right vehicle.

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So this is almost the
holy grail of marketing

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is being able to answer this,

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being able to deliver this,

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right message, right person,
right time, right vehicle.

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That's what it's all about.

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Now, when it comes to being
that brand trying to market,

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you have to make sure
you're marketing your value,

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not your features, but your benefits.

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And this is the late Tony Hsieh,
who was the CEO of Zappos,

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and all of us, many of us have
probably shopped at Zappos

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and had a really great experience.

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But look at his quote
when he's summarizing

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when somebody says,

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"What's the brand's philosophy at Zappos?"

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And he describes it, and here's
the thing to keep in mind

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if you're a brand or a business.

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Doesn't matter the size of business.

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Could be a non-profit,
startup, or conglomerate.

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You have to market your value.

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But look at how Tony talks
about delivering happiness

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and making sure the customers remember

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how you made them feel.

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Emotional connections are
the key to communicating

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a true brand, or brand's true value,

286
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if you think about it that way, right?

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It's the experience.

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It's how this brand made you feel.

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If you do that, based on
everything I just talked about,

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the marketing problem
becomes less of a problem

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because you're gaining
information from your consumers.

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Now, having said all that,

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what do all these brands have in common?

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If you think about

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if you're been a customer
of any of these brands,

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and it's just a random sampling of this,

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brands that have been known for,

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known for what?

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Providing great customer experiences.

300
00:12:32,010 --> 00:12:35,370
Kimpton Hotels, free happy
hours from four to six.

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00:12:35,370 --> 00:12:37,890
Patagonia, return anything
anytime, anywhere,

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00:12:37,890 --> 00:12:40,350
we'll give you a replacement.

303
00:12:40,350 --> 00:12:41,190
Dollar Shave Club

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has basically upended
the shaving industry.

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00:12:44,670 --> 00:12:45,600
Disney, I mean,

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who hasn't had a good
experience at Disney, right?

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So you think about what
these brands have done.

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Like Zappos, they have focused on

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creating an emotional
connection with the consumer

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tied to an experience second to none.

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So you wanna think about,

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00:13:02,370 --> 00:13:06,090
again, just kind of digital
marketing landscape.

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00:13:06,090 --> 00:13:08,040
If you have this approach

314
00:13:08,040 --> 00:13:10,517
for your digital marketing campaigns,

315
00:13:10,517 --> 00:13:12,240
you should be in good shape.

316
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So that was just kind of an overview

317
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of the digital marketing landscape,

318
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how to think about that customer journey,

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how to think about really
standing out in a crowded,

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always gonna be crowded marketplace.

321
00:13:21,210 --> 00:13:23,910
Hard to get the attention
of our consumers.

322
00:13:23,910 --> 00:13:26,490
So when it comes to
this program, what next?

323
00:13:26,490 --> 00:13:27,480
What do you wanna do next?

324
00:13:27,480 --> 00:13:30,030
So here's what you can be doing

325
00:13:30,030 --> 00:13:32,703
if you think about this
being week one of the course.

326
00:13:33,690 --> 00:13:34,710
Ask questions.

327
00:13:34,710 --> 00:13:36,150
You'll have questions.

328
00:13:36,150 --> 00:13:39,210
Get familiar with your
learning management system.

329
00:13:39,210 --> 00:13:40,350
Reach out with questions.

330
00:13:40,350 --> 00:13:42,960
Again, best way to learn is just jump in,

331
00:13:42,960 --> 00:13:45,630
and you'll have questions,
we have answers.

332
00:13:45,630 --> 00:13:49,980
So don't be afraid to
email myself or Chris

333
00:13:49,980 --> 00:13:51,730
and we'll get you straightened out.

334
00:13:52,650 --> 00:13:54,810
What next is, we have a live session

335
00:13:54,810 --> 00:13:57,390
that is upcoming this upcoming Wednesday,

336
00:13:57,390 --> 00:13:59,760
and that's gonna be
focused on I believe SEO.

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00:13:59,760 --> 00:14:01,530
Bill's gonna be our instructor there.

338
00:14:01,530 --> 00:14:04,650
That live session is
gonna be 8:00 PM Eastern,

339
00:14:04,650 --> 00:14:07,170
so do the math on your time zone.

340
00:14:07,170 --> 00:14:08,723
8:00 PM Eastern.

341
00:14:08,723 --> 00:14:11,250
And last to keep in
mind is have fun, right?

342
00:14:11,250 --> 00:14:12,300
There's a lot of information

343
00:14:12,300 --> 00:14:14,010
that's gonna be shared with you this week.

344
00:14:14,010 --> 00:14:15,420
It might feel a little overwhelming.

345
00:14:15,420 --> 00:14:16,410
I'm gonna talk about that

346
00:14:16,410 --> 00:14:19,440
in the live session this Wednesday,

347
00:14:19,440 --> 00:14:24,440
but keep in mind that
it's all about having fun.

348
00:14:26,880 --> 00:14:29,940
Have fun, learn, connect with others.

349
00:14:29,940 --> 00:14:32,910
This is a space and a time for you,

350
00:14:32,910 --> 00:14:34,710
you've invested in yourself

351
00:14:34,710 --> 00:14:37,050
to get the most from this program.

352
00:14:37,050 --> 00:14:38,253
Walk away with value.

353
00:14:40,920 --> 00:14:42,780
Your week one discussion board assignment

354
00:14:42,780 --> 00:14:43,950
is a very simple one.

355
00:14:43,950 --> 00:14:46,110
I want to learn more about you.

356
00:14:46,110 --> 00:14:48,690
I wanna learn why you're
taking the course.

357
00:14:48,690 --> 00:14:50,640
If this is your first
online course, yes or no,

358
00:14:50,640 --> 00:14:54,360
because there's others just
like you, I can guarantee it,

359
00:14:54,360 --> 00:14:55,890
and therefore you can communicate

360
00:14:55,890 --> 00:14:57,570
and connect with each other.

361
00:14:57,570 --> 00:14:59,820
But I also want to hear from a
digital marketing standpoint.

362
00:14:59,820 --> 00:15:01,560
We've all been exposed
to digital marketing.

363
00:15:01,560 --> 00:15:05,250
Tell me about a campaign that
got your attention, right?

364
00:15:05,250 --> 00:15:06,750
So tell me about a campaign

365
00:15:06,750 --> 00:15:10,200
that caused you to actively evaluate

366
00:15:10,200 --> 00:15:12,600
or a campaign that caused you to convert.

367
00:15:12,600 --> 00:15:16,819
It was a sale email,
it was a ad on Netflix.

368
00:15:16,819 --> 00:15:19,710
Is there a digital marketing campaign

369
00:15:19,710 --> 00:15:22,050
that caused you to take an action?

370
00:15:22,050 --> 00:15:23,588
Share it, share it.

371
00:15:23,588 --> 00:15:26,760
Let's share that across
all the students here,

372
00:15:26,760 --> 00:15:28,590
so we can all learn.

373
00:15:28,590 --> 00:15:30,030
And I mentioned this in the other video,

374
00:15:30,030 --> 00:15:31,860
if you want to get
started with identifying

375
00:15:31,860 --> 00:15:35,310
your capstone project
brand, challenge, campaign,

376
00:15:35,310 --> 00:15:37,863
I went into more details
about that in video two.

377
00:15:38,820 --> 00:15:40,830
Do that now by going to this URL.

378
00:15:40,830 --> 00:15:42,750
Enter your name, the brand,

379
00:15:42,750 --> 00:15:45,900
select dropdown menu challenge, campaign.

380
00:15:45,900 --> 00:15:49,110
Check the tab at the bottom
for other capstone examples.

381
00:15:49,110 --> 00:15:50,430
And again, I leave you with this.

382
00:15:50,430 --> 00:15:52,080
Other resources you should be prepared

383
00:15:52,080 --> 00:15:55,923
to look for and review as you
get through the course here.

384
00:15:56,820 --> 00:15:58,680
There are bonus modules
that will be released

385
00:15:58,680 --> 00:16:02,670
and offered to you that go
deeper into other topics

386
00:16:02,670 --> 00:16:05,340
that will help you to stay relevant

387
00:16:05,340 --> 00:16:06,630
to what's going on in digital marketing.

388
00:16:06,630 --> 00:16:09,300
They're gonna be around
social media, analytics,

389
00:16:09,300 --> 00:16:13,620
an artificial intelligence bonus module,

390
00:16:13,620 --> 00:16:15,420
as well as some other
trends to keep in mind.

391
00:16:15,420 --> 00:16:17,790
So I encourage you to consume,

392
00:16:17,790 --> 00:16:20,280
take advantage of those resources,

393
00:16:20,280 --> 00:16:25,143
really round out your knowledge
about that information,

394
00:16:26,045 --> 00:16:28,200
'cause they're gonna be extremely helpful

395
00:16:28,200 --> 00:16:30,120
and a great supplement

396
00:16:30,120 --> 00:16:32,460
to what you're learning
in the next eight weeks.

397
00:16:32,460 --> 00:16:35,010
Also, if you're really
wanting to get started,

398
00:16:35,010 --> 00:16:36,240
and saying, "Eric, where can I go

399
00:16:36,240 --> 00:16:37,590
to learn about digital marketing

400
00:16:37,590 --> 00:16:39,720
now that I'm jumping in here?

401
00:16:39,720 --> 00:16:42,450
Are there other resources
that are worth checking out?"

402
00:16:42,450 --> 00:16:44,310
And these are a couple of communities,

403
00:16:44,310 --> 00:16:47,970
newsletters, podcasts that I
encourage you to go check out.

404
00:16:47,970 --> 00:16:49,530
Each of them will give you,

405
00:16:49,530 --> 00:16:50,730
keep your finger on the pulse

406
00:16:50,730 --> 00:16:51,840
of what's happening in digital marketing,

407
00:16:51,840 --> 00:16:53,430
'cause I can guarantee you,

408
00:16:53,430 --> 00:16:56,730
at the end of the eight weeks
we're about to engage on,

409
00:16:56,730 --> 00:16:58,230
at the end of those eight weeks,

410
00:16:58,230 --> 00:17:01,080
something in this industry will change,

411
00:17:01,080 --> 00:17:04,860
something in this digital
marketing industry will be new.

412
00:17:04,860 --> 00:17:05,910
There's gonna be something new

413
00:17:05,910 --> 00:17:08,160
that none of us have anticipated
over the next eight weeks.

414
00:17:08,160 --> 00:17:11,190
That's how quickly this industry changes,

415
00:17:11,190 --> 00:17:14,310
and here are a couple of
resources to help you stay on top,

416
00:17:14,310 --> 00:17:15,270
not just during the eight weeks,

417
00:17:15,270 --> 00:17:17,711
but for the entirety of your career.

418
00:17:17,711 --> 00:17:20,010
Think about that customer journey, right?

419
00:17:20,010 --> 00:17:21,360
And I went through it really quickly,

420
00:17:21,360 --> 00:17:23,850
but if you have questions
about it, email me.

421
00:17:23,850 --> 00:17:25,830
If you're in the process
of purchasing something,

422
00:17:25,830 --> 00:17:30,120
phone, car, house, boots,
shoes, jackets, whatever,

423
00:17:30,120 --> 00:17:33,930
think about how you're being
interacted with by brands

424
00:17:33,930 --> 00:17:36,540
to help get your attention
along your journey,

425
00:17:36,540 --> 00:17:37,980
but not just until you purchase,

426
00:17:37,980 --> 00:17:40,170
but think about, pay
attention to what happens

427
00:17:40,170 --> 00:17:43,050
after you make that purchase.

428
00:17:43,050 --> 00:17:44,250
So like I said at the beginning,

429
00:17:44,250 --> 00:17:45,510
my commitment to you in this course

430
00:17:45,510 --> 00:17:50,430
is to make you a more
marketable version of yourself.

431
00:17:50,430 --> 00:17:52,650
A more marketable version of you

432
00:17:52,650 --> 00:17:55,350
is an expected outcome of this program.

433
00:17:55,350 --> 00:17:56,183
So I'm here.

434
00:17:56,183 --> 00:17:57,480
I'm here to help.

435
00:17:57,480 --> 00:17:59,250
This is my commitment to you.

436
00:17:59,250 --> 00:18:00,960
So please reach out with any questions.

437
00:18:00,960 --> 00:18:02,640
And again, another big thank you

438
00:18:02,640 --> 00:18:05,730
for investing in yourself
to be part of this course.

439
00:18:05,730 --> 00:18:08,760
I look forward to the journey,
taking this journey with you.

440
00:18:08,760 --> 00:18:10,770
But here's my, again,
here's my email address

441
00:18:10,770 --> 00:18:12,570
that you may have already
added to your contacts.

442
00:18:12,570 --> 00:18:13,740
Thank you.

443
00:18:13,740 --> 00:18:16,620
But also, here's my LinkedIn profile URL

444
00:18:16,620 --> 00:18:21,171
if you want to connect on
LinkedIn as we get started here,

445
00:18:21,171 --> 00:18:24,630
just to stay on top of anything
that I'm posting as well.

446
00:18:24,630 --> 00:18:25,710
So again, thank you.

447
00:18:25,710 --> 00:18:28,283
I look forward to seeing you
in upcoming live session.